Marketing Strategy: A Decision-Focused Approach

Marketing Strategy: A Decision-Focused Approach

by Orville C. Walker
     
 

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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

Overview

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.

Product Details

ISBN-13:
9780070171466
Publisher:
McGraw-Hill Higher Education
Publication date:
03/28/2010
Product dimensions:
7.90(w) x 9.80(h) x 0.60(d)

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