Marketing Strategy A Decision-focused Approach

Ch. 1. Market-oriented perspectives underlie successful corporate, business, and marketing strategies. 3. Ch. 2. Corporate strategy decisions and their marketing implications. 31. Ch. 3. Business strategies and their marketing implications. 57. Ch. 4. Understanding market opportunities. 85. Ch. 5. Measuring market opportunities : forecasting and market knowledge. 111. Ch. 6. Targeting attractive market segments. 133. Ch. 7. Differentiation and positioning. 153. Ch. 8. Marketing strategies for new market entries. 175. Ch. 9. Strategies for growth markets. 203. Ch. 10. Strategies for mature and declining markets. 227. Ch. 11. Marketing strategies for the new economy. 257. Ch. 12. Organizing and planning for effective implementation. 287. Ch. 13. Marketing metrics for marketing performance. 313.