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Marketing Strategy: A Decision-Focused Approach | Zookal Textbooks | Zookal Textbooks
  • Author(s) Orville C. Walker / John Mullins / Felix Mavondo / John Gountas / Anton Kriz / Carol Osborne
  • Edition3
  • Published9th April 2015
  • PublisherMcGraw-Hill Education / Australia
  • ISBN9781743078778
  • University course codes
    • Australian Catholic University (ACU):MKTG606 - Strategic Marketing
    • Bond University:MKTG13-320 - Strategic Marketing
    • Griffith University:7032MKT - Marketing Strategy
    • Griffith University:7032MKT - Strategic Marketing
    • Macquarie University:MKTG806 - Applied Marketing Strategy
    • MGSM:MGSM817 - Strategic Marketing
    • Murdoch University:MBS537 - Strategic Marketing Management
    • Queensland University of Technology (QUT):AMN445 - Strategic Marketing Management
    • RMIT University:MKTG1170 - Fashion and Textiles Marketing
    • University of Adelaide:MARKETNG 2010 - Marketing Strategy (UG)
    • University of Adelaide:MARKETNG 7032 - Strategic Marketing (M)
    • University of Adelaide:MARKETNG7032 - Strategic Marketing (M)
    • University of New England (UNE):MM316 - Strategic Marketing
    • University of Newcastle:GSBS6370 - Marketing Strategy
    • University of Newcastle:MKTG3000 - Marketing Strategy


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.



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  • Author(s) Orville C. Walker / John Mullins / Felix Mavondo / John Gountas / Anton Kriz / Carol Osborne
  • Edition3
  • Published9th April 2015
  • PublisherMcGraw-Hill Education / Australia
  • ISBN9781743078778
  • University course codes
    • Australian Catholic University (ACU):MKTG606 - Strategic Marketing
    • Bond University:MKTG13-320 - Strategic Marketing
    • Griffith University:7032MKT - Marketing Strategy
    • Griffith University:7032MKT - Strategic Marketing
    • Macquarie University:MKTG806 - Applied Marketing Strategy
    • MGSM:MGSM817 - Strategic Marketing
    • Murdoch University:MBS537 - Strategic Marketing Management
    • Queensland University of Technology (QUT):AMN445 - Strategic Marketing Management
    • RMIT University:MKTG1170 - Fashion and Textiles Marketing
    • University of Adelaide:MARKETNG 2010 - Marketing Strategy (UG)
    • University of Adelaide:MARKETNG 7032 - Strategic Marketing (M)
    • University of Adelaide:MARKETNG7032 - Strategic Marketing (M)
    • University of New England (UNE):MM316 - Strategic Marketing
    • University of Newcastle:GSBS6370 - Marketing Strategy
    • University of Newcastle:MKTG3000 - Marketing Strategy


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.



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