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Marketing Strategy: A Decision-Focused Approach, 3rd Edition

Author: Orville C. Walker, John Mullins, Felix Mavondo, John Gountas, Anton Kriz and Carol Osborne  

Paperback
ISBN / EAN: 9781743078778
This textbook is prescribed for the following courses:
BUS350 - Strategic Marketing Murdoch University
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PRODUCT INFORMATION

Description

Marketing Strategy: a decision focused approach moves beyond the traditional "4P" approach in other marketing titles by utilising the broader analytical framework of competitive strategy. The text offers a clear and comprehensive overview of marketing strategy, beginning with analysis of marketing relationships, moving to key steps in the strategic planning process and ultimately the creation and implementation of such strategies.

This edition includes 13 new APAC case examples selected for their recognisability to both local and international students. More examples of entrepreneurial companies using strategic tools taps into growing student interest in entrepreneurship while material on the marketing implications of today's digitally and socially networked world has been completely revamped for relevancy.

Marketing Strategy is more pedagogically friendly than ever with new learning objectives tagged against key sections of the text. The case studies with accompanying questions and solutions move students from theory to application while the end-of-chapter exercises facilitate practice of essential marketing planning skills.

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About the Author

Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesota's Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Master's degree in social psychology from the Ohio State University and a PhD in marketing from the University of Wisconsin-Madison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the O'Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group of the American Marketing Association. Orville has been a consultant to a number of business firms and not-for-profit organisations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin. John W. Mullins John Mullins is Associate Professor of Management Practice at London Business School, where he heads the entrepreneurship group. He earned his MBA at the Stanford Graduate School of Business and, considerably later in life, his PhD in marketing from the University of Minnesota. An award-winning teacher, John brings to his teaching and research 20 years of executive experience in high-growth firms, including two ventures he founded, one of which he took public. Since becoming a business school professor in 1992, John has published more than 30 articles in a variety of outlets, including Harvard Business Review, the Journal of Product Innovation Management, and the Journal of Business Venturing. His research has won national and international awards from the Marketing Science Institute, the American Marketing Association, and the Richard D. Irwin Foundation. He is also co-author of Marketing Management: A Strategic Decision-Making Approach, 5th edition. His recent trade book, The New Business Road Test: What Entrepreneurs and Executives Should Do Before Writing a Business Plan, is the definitive work on the assessment and shaping of market opportunities. Felix T. Mavondo Felix Mavondo is Professor of Marketing in the Department of Marketing at Monash University in Melbourne. He also holds the position of Associate Dean responsible for higher degrees by research. Felix did his PhD at Monash University in strategic marketing. He holds a Masters and a Bachelor degree from the University of Zimbabwe (formerly College of London University). His main teaching areas are strategic marketing, marketing research and survey data analysis. Felix has a distinguished record of supervising doctoral students. He has published extensively in the area of market orientation, internal marketing, relationship marketing, resources and capabilities, and tourism. He has been invited to universities in Australia, New Zealand, UK and Southern Africa to run seminars in research methods and supervision of doctoral students. Felix works extensively with Australian businesses and government agencies as part of his research and consulting. John I. Gountas John Gountas is a Senior Lecturer in Marketing at the Business School of La Trobe University in Melbourne. John holds a PhD in consumer behaviour from the University of Reading, a Master of Sciences in psychometrics from the University of London, a postgraduate Certificate in Education, a Higher National Diploma in Hotel Management, and a Master of Sciences in Tourism from the University of Strathclyde. He is a trained hotel manager and has worked in marketing positions with a number of tourism companies in the UK and Spain. John has co-authored the textbook Services Marketing, First Asia-Pacific Edition and a research book/report, `The Characteristics of Touring Holiday Makers'. His research papers have appeared in the Journal of Business Research, Journal of Services Marketing, Tourism Management, Vacation Marketing and Advances in Consumer Research. John has taught in all levels of higher education in the UK, Sweden, Greece, China and Australia. His current research is focused on the psychological characteristics of market mavens and testing and validating of his own model of personality orientations, using neuromarketing research tools like EEG and fMRI technology.

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Product Details

Publisher
McGraw-Hill Education | McGraw-Hill Education / Australia
Published
9th April 2015
Edition
3rd
Pages
472
ISBN
9781743078778
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RRP $129.90
$102.62
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ISBN / EAN: 9781743078778
This textbook is prescribed for the following courses:
BUS350 - Strategic Marketing Murdoch University
Use our Textbook Finder to find the rest of your Textbooks!