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.
Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesota' s CarlsonSchool of Management, where he served until recently as the James D. Watkins Professorof Marketing and Director of the PhD Program. He holds a Master' s degree in social psychologyfrom the Ohio State University and a PhD in marketing from the University ofWisconsin-Madison. Orville is the co-author of three books and has published more than 50 research articlesin scholarly and business journals. He has won several awards for his research, includingthe O' Dell award from the Journal of Marketing Research, the Maynard award from theJournal of Marketing, and a lifetime achievement award from the Sales Management InterestGroup 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, includingprograms in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest businesschallenge, however, is attempting to turn a profit as the owner-manager of a small vineyardin western Wisconsin. John W. MullinsJohn Mullins is Associate Professor of Management Practice at London Business School,where he heads the entrepreneurship group. He earned his MBA at the Stanford GraduateSchool of Business and, considerably later in life, his PhD in marketing from the Universityof Minnesota. An award-winning teacher, John brings to his teaching and research 20years of executive experience in high-growth firms, including two ventures he founded, oneof which he took public. Since becoming a business school professor in 1992, John has published more than 30articles in a variety of outlets, including Harvard Business Review, the Journal of ProductInnovation Management, and the Journal of Business Venturing. His research has wonnational and international awards from the Marketing Science Institute, the AmericanMarketing 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 andExecutives Should Do Before Writing a Business Plan, is the definitive work on the assessmentand shaping of market opportunities. Felix T. MavondoFelix Mavondo is Professor of Marketing in the Department of Marketing at MonashUniversity in Melbourne. He also holds the position of Associate Dean responsible forhigher 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 (formerlyCollege of London University). His main teaching areas are strategic marketing, marketingresearch and survey data analysis. Felix has a distinguished record of supervising doctoral students. He has publishedextensively 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 andsupervision of doctoral students. Felix works extensively with Australian businesses andgovernment agencies as part of his research and consulting. John I. GountasJohn Gountas is a Senior Lecturer in Marketing at the Business School of La TrobeUniversity in Melbourne. John holds a PhD in consumer behaviour from the University ofReading, a Master of Sciences in psychometrics from the University of London, apostgraduate 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 trainedhotel manager and has worked in marketing positions with a number of tourism companiesin the UK and Spain. John has co-authored the textbook Services Marketing, First Asia-Pacific Edition and aresearch book/report, ' The Characteristics of Touring Holiday Makers' . His research papershave appeared in the Journal of Business Research, Journal of Services Marketing, TourismManagement, Vacation Marketing and Advances in Consumer Research. John has taught in all levels of higher education in the UK, Sweden, Greece, China andAustralia. His current research is focused on the psychological characteristics of marketmavens and testing and validating of his own model of personality orientations, usingneuromarketing research tools like EEG and fMRI technology.
|9 Apr 2015
|McGraw-Hill Education / Australia
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