Marketing Strategy A Decision Focused Approach 7th Edition by Orville Walker, John Mullins ISBN 0073381152 9780073381152

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ISBN 10: 0073381152
ISBN 13: 9780073381152
Author: Orville Walker, John Mullins

Marketing Strategy, 7e 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 Seventh 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 7th Table of contents:

Part I: Strategic Marketing and Marketing Strategy Decisions

1. Introduction to Marketing Strategy
   • The Role of Marketing in Business Strategy
   • Key Marketing Strategy Decisions
   • Marketing in the Global Context
2. Analyzing the Marketing Environment
   • External and Internal Factors Affecting Marketing
   • Market Trends and Consumer Behavior
   • Competitive Analysis and Market Positioning
3. Segmentation, Targeting, and Positioning
   • Market Segmentation Concepts
   • Target Market Selection
   • Developing a Competitive Position

Part II: Developing and Implementing Marketing Strategy 4. Competitive Advantage and Strategic Positioning

• Defining Competitive Advantage
• Strategic Positioning and Differentiation
• Cost Leadership vs. Differentiation Strategies

5. Product Strategy and Innovation
   • Product Life Cycle and Strategy
   • New Product Development
   • Brand Strategy and Management
6. Pricing Strategies
   • Pricing Decisions and Market Demand
   • Price Elasticity and Competitive Pricing
   • Value-Based vs. Cost-Based Pricing Strategies
7. Distribution and Channel Strategy
   • Distribution Channels and Market Coverage
   • Channel Design and Management
   • E-commerce and Digital Distribution Channels
8. Marketing Communications Strategy
   • Integrated Marketing Communications (IMC)
   • Advertising, Public Relations, and Sales Promotion
   • Digital Marketing and Social Media

Part III: Implementing and Evaluating Marketing Strategies 9. Strategic Marketing Planning

• Developing a Marketing Plan
• Setting Objectives and KPIs
• Budgeting and Resource Allocation

10. Marketing Metrics and ROI
    • Measuring Marketing Performance
    • Customer Lifetime Value and ROI Analysis
    • Evaluating Marketing Effectiveness
11. Global Marketing Strategy
    • International Market Entry Strategies
    • Adapting Marketing for Global Markets
    • Managing Global Brands and Local Differences

Part IV: Special Topics in Marketing Strategy 12. Sustainability and Ethical Marketing – Sustainable Marketing Practices – Corporate Social Responsibility (CSR) – Ethical Decision-Making in Marketing 13. Digital Transformation and Marketing Innovation – Digital Disruption and Marketing Technology – Artificial Intelligence in Marketing – Big Data and Marketing Analytics

Part V: Marketing Strategy in Action 14. Case Studies in Marketing Strategy – In-depth Case Studies of Successful Marketing Strategies – Lessons from Real-World Applications

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