Marketing Strategy: A Decision-Focused Approach

Marketing Strategy, 8e is a focused, succinct text which can be used on its own or packaged with a 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/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The eighth edition helps students integrate what they have learned about analytical tools and the 4P's of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.

Author: Orville Walker, John Mullins
Publisher: McGraw-Hill Companies
Published: 01/24/2013
Pages: 384
Binding Type: Paperback
Weight: 1.52lbs
Size: 10.02h x 8.07w x 0.56d
ISBN13: 9780078028946
ISBN10: 0078028949
BISAC Categories:
- Business & Economics | Marketing | General