营销战略:以决策为导向的方法(第5版英文改编版)/营销学精选教材

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。

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