Marketing Strategy: A Decision-Focused Approach, 3rd Edition

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 Minnesotas Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Masters degree in social psychology from the Ohio State University and a PhD in marketing from the University of WisconsinMadison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the ODell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group 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, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.

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