Marketing Strategy, by Walker, Boyd, new co-author Mullins, and Larreche, is a flexible, short, paper-back text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens ) or with a custom published case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing’s cross/interfunctional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.
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1 of 1 people found the following review helpful:
3.0 out of 5 stars
Marketing Strategies 101,
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This review is from: Marketing Strategy: A Decision-Focused Approach (Paperback)
Very basic information provided. Gives a general overview about market strategies on the corporate level, business level, and product level that are out there. Not much practical advise.
Example: Pages 114/115 Adopter Categories "Early adopters differ from later adopters. Using time of adoption as a basis for classifying individuals, five major groups can be distinguished: innovators, early adopters, early majority, late majority, and laggards...Because each category comprises individuals who have similar characteristics and because individuals differ substantially across categories, these adopter groups can be considered market segments. Thus, one would use a different set of strategies to market a new product to the early adopter group than to market it to the late majority group." Doesn't give any further information on what those strategies should look like; no examples provided.
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