营销战略(以决策为导向的方法第5版)

Preface
SECTION ONE
Introduction to Strategy
　1　Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies
　2　Corporate Strategy Decisions and Their Marketing Implications
　3　Business Strategies and Their Marketing Implications
SECTION TWO
Opportunity Analysis
　4　Understanding Market Opportunities
　5　Measuring Market Opportunities:Forecasting and Market Knowledge
　6　Targeting Attractive Market Segments
　7　Differentiation and Positioning
SECTION THREE
Formulating Marketing Strategies
　8　Marketing Strategies for New Market Entries
　9　Strategies for Growth Markets
　10　Strategies for Growth Markets
　11　Marketing Strategies for the New Economy
SECTION FOUR
Implementation and Control
　12　Organizing and Planning for Effective Implementation
　13　Marketing Metrics for Marketing Performance
Name Index
Subject Index