作者：沃克
出版社：北京大学出版社
出版日期：2006
ISBN：9787301100134
电子书格式：pdf/epub/txt
内容简介
本书的第一篇是对战略的简要介绍，强调了以市场为导向的视角在营销中的基础作用；第二篇引导读者认识和分析市场机会；第三篇针对不同类型的市场给出了各自的营销战略指导；第四篇讲述营销战略执行的有效性及其度量。
目录
Preface
SECTION ONE
Introduction to Strategy
1 Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies
2 Corporate Strategy Decisions and Their Marketing Implications
3 Business Strategies and Their Marketing Implications
SECTION TWO
Opportunity Analysis
4 Understanding Market Opportunities
5 Measuring Market Opportunities:Forecasting and Market Knowledge
6 Targeting Attractive Market Segments
7 Differentiation and Positioning
SECTION THREE
Formulating Marketing Strategies
8 Marketing Strategies for New Market Entries
9 Strategies for Growth Markets
10 Strategies for Growth Markets
11 Marketing Strategies for the New Economy
SECTION FOUR
Implementation and Control
12 Organizing and Planning for Effective Implementation
13 Marketing Metrics for Marketing Performance
Name Index
Subject Index
SECTION ONE
Introduction to Strategy
1 Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies
2 Corporate Strategy Decisions and Their Marketing Implications
3 Business Strategies and Their Marketing Implications
SECTION TWO
Opportunity Analysis
4 Understanding Market Opportunities
5 Measuring Market Opportunities:Forecasting and Market Knowledge
6 Targeting Attractive Market Segments
7 Differentiation and Positioning
SECTION THREE
Formulating Marketing Strategies
8 Marketing Strategies for New Market Entries
9 Strategies for Growth Markets
10 Strategies for Growth Markets
11 Marketing Strategies for the New Economy
SECTION FOUR
Implementation and Control
12 Organizing and Planning for Effective Implementation
13 Marketing Metrics for Marketing Performance
Name Index
Subject Index
