This fifth edition of Marketing Strategy : A Decision-Focused Approach retains the strategic perspectives that have marked the earlier editions, while providing, in each chapter, specific tools and frameworks for making marketing decisions that take best advantage of the conditions in which the firm finds itself- -both internally, in terms of the firm’s mission and competencies, and externally, in terms of the market and competitive context in which it operates.
Section One Introduction to Strategy
Section Two Opportunity Analysis
Section Three Formulating Marketing Strategies
Section Four Implementation and Control