营销战略 以决策为导向的方法 第5版PDF电子书下载

SECTION ONE Introduction to Strategy 1

1 Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies 1

2 Corporate Strategy Decisions and Their Marketing Implications 31

3 Business Strategies and Their Marketing Implications 57

SECTION TWO Opportunity Analysis 83

4 Understanding Market Opportunities 85

5 Measuring Market Opportunities:Forecasting and Market Knowledge 111（本章删去） 133

6 Targeting Attractive Market Segments 133

7 Differentiation and Positioning 153

SECTION THREE Formulating Marketing Strategies 173

8 Marketing Strategies for New Market Entries 175

9 Strategies for Growth Markets 203

10 Strategies for Mature and Declining Markets 227

11 Marketing Strategies for the New Economy 257

SECTION FOUR Implementation and Control 285

12 Organizing and Planning for Effective Implementation 287

13 Marketing Metrics forMarketing Performance 313

Name Index 337

Subject Index 341