Marketing Strategy: A Decision Focused Approach
Orville Walker; John Mullins; Boyd, Jr., Harper
Language: English
Published by McGraw-Hill/Irwin, 2005
- Softcover
- Used
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Add to basketItem description from seller
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Seller Inventory # G0072961902I4N00
- Title
- Marketing Strategy: A Decision Focused Approach
- Author
- Orville Walker; John Mullins; Boyd, Jr., Harper
- Publisher
- McGraw-Hill/Irwin
- Publication year
- 2005
- Condition
- Very Good
- Dust jacket
- No Jacket
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0072961902
- ISBN 13
- 9780072961904
- Edition
- 5th or later Edition
- Item weight
- 1.45 pounds
"Synopsis" may belong to another edition of this title.
From the Publisher
Advances in information technology are discussed in Chapter 5 and the role these advances play in impacting environmental, competitive, and customer information. Students will analyze the kinds of marketing information available and learn about the tools and procedures used to gather and evaluate this information, and understand the growing role of the Internet in market opportunities.
Hundreds of updated examples that demonstrate to students marketing strategies and practices as they are applied products and services in the domestic and global marketplace.
Global Issues expanded throughout the text: This increased global coverage called out by a global icon, integrated in detailed examination throughout the text to illustrate how marketing strategy must strive to become more customer-oriented and more flexible in rapidly changing domestic and global competitive environments.
New Strategies for a New Economy: Chapter 9 includes updated coverage of strategies to help students learn to successfully compete in the ever-evolving new economy.
Strong Cross-Functional Coverage: Explores strategic relationships within marketing, the strategic environment and within the firm. Students need to see that marketing manager's ability to effectively implement a strategic marketing program depends of the cooperation and competence of all the functional areas within the organization.
Strong Integration throughout the text of global examples, technology, ethical issues and services- these topics are the foundation of any marketing activity and their integration throughout each chapter underscores their importance to students.
Complete coverage of marketing relationships and alliances'among customers, channel partners, and suppliers. This analysis shows the student how these relationships are formed, how they grow and how they benefit the firm.
Focus on the strategic planning process shows the student what planning processes and analytical tools and techniques are involved in formulating, implementing, and controlling a strategic marketing program, a cornerstone to any strategic marketing plan.
Students can create and implement a marketing strategy, a cornerstone for any career in marketing and a must if the firm is to win customer acceptance and gain competitive advantage in the marketplace.
Updated Web Case - CALGOLIA. This web-based case is accompanied by a Windows based simulation (GAMAR III) and provides an exciting and realistic way that expose students to the dynamics or resource allocation problems in a global setting.g.
Discussion Questions act as mini-cases illustrating problems real companies face allowing students to apply the material learned in the chapters.
Flexibility: the text length and cost make it perfect for courses where instructors use outside cases, projects, and real-world applications to enhance students learning of marketing strategy concepts.
"About the title" may belong to another edition of this title.
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