Marketing Strategy A Decision Focused Approach 8th Edition by Orville Walker, John Mullins – Ebook PDF Instant Download/Delivery: 9780077499471 ,0077499476
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ISBN 10: 0077499476
ISBN 13: 9780077499471
Author: Orville Walker, John Mullins
Marketing Strategy, 8e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing’s cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The eighth edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.
Marketing Strategy A Decision Focused Approach 8th Edition Table of contents:
Chapter 1: Introduction to Marketing Strategy
- Defining marketing strategy and its importance
- The relationship between marketing and corporate strategy
- The role of the marketing manager in strategy formulation
- Strategic decisions in marketing: analysis, choice, and implementation
- An overview of the decision-focused approach to marketing strategy
Chapter 2: Strategic Market Analysis
- Market analysis techniques and tools
- Identifying opportunities and threats in the marketplace
- Understanding customer needs and behaviors
- Competitor analysis and benchmarking
- Key environmental factors impacting marketing strategy
Chapter 3: Assessing Market Opportunities
- How to assess and evaluate market opportunities
- Segmentation, targeting, and positioning (STP)
- Identifying market segments and selecting target markets
- Positioning strategies for competitive advantage
- Tools for evaluating the attractiveness of market opportunities
Chapter 4: Building Competitive Advantage
- The concept of competitive advantage and its sources
- Differentiation vs. cost leadership strategies
- Analyzing competitive forces and industry dynamics (Porter’s Five Forces)
- Developing and maintaining sustainable competitive advantage
- Case studies of successful competitive advantage strategies
Chapter 5: Developing the Marketing Plan
- The components of a comprehensive marketing plan
- Setting marketing objectives and aligning with business goals
- Developing marketing strategies and tactics
- The role of the marketing mix (4Ps) in strategy development
- Budgeting and resource allocation for marketing initiatives
Chapter 6: Product Strategy
- Product lifecycle and its implications for strategy
- New product development processes and innovation strategies
- Branding strategies and brand equity
- Product positioning and differentiation strategies
- Managing a product portfolio
Chapter 7: Pricing Strategy
- The role of pricing in the marketing mix
- Pricing models and strategies (penetration, skimming, value-based pricing)
- Psychological pricing and customer perceptions
- Price elasticity of demand and its strategic implications
- Managing pricing decisions across product lines and channels
Chapter 8: Distribution Strategy
- The role of distribution channels in marketing strategy
- Types of distribution channels: direct vs. indirect
- Channel design and selection strategies
- Distribution logistics and supply chain management
- Managing relationships with channel partners
Chapter 9: Promotional Strategy
- The role of promotion in the marketing mix
- Advertising, sales promotions, personal selling, and public relations
- Developing an integrated marketing communications (IMC) strategy
- Digital marketing and social media in promotional strategies
- Measuring the effectiveness of promotional campaigns
Chapter 10: Marketing Strategy in the Global Context
- Global marketing strategy and its challenges
- Entry strategies for international markets
- Adapting the marketing mix to global markets
- Cross-cultural differences in consumer behavior and marketing strategy
- Case studies of global marketing strategies
Chapter 11: Implementing Marketing Strategy
- The role of leadership in implementing marketing strategy
- Aligning the marketing department with organizational goals
- Organizational structures and processes for effective implementation
- Managing change and overcoming obstacles in strategy execution
- Metrics and performance evaluation for marketing strategy success
Chapter 12: Strategic Control and Evaluation
- The process of monitoring and evaluating marketing strategy
- Key performance indicators (KPIs) and metrics for marketing success
- Techniques for strategic control and adjusting marketing plans
- Risk management and contingency planning
- Continuous improvement and innovation in marketing strategy
Chapter 13: Ethical Issues in Marketing Strategy
- Ethical considerations in strategic decision-making
- The role of corporate social responsibility (CSR) in marketing
- Sustainable marketing strategies
- Managing ethical dilemmas in marketing practice
- Legal and regulatory considerations in marketing strategy
Chapter 14: Future Trends in Marketing Strategy
- Emerging trends and challenges in the marketing landscape
- The impact of technology on marketing strategy (AI, big data, automation)
- Future directions in consumer behavior and market dynamics
- Marketing strategy in the era of digital transformation
- Preparing for the future of marketing in an increasingly globalized world
Appendices
- A. Marketing Strategy Frameworks and Tools
- B. Glossary of Terms
- C. Further Reading and Resources
- D. Index
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