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Marketing Strategy: A Decision Focused Approach

Marketing Strategy: A Decision Focused Approach
Author: Orville Walker - John Mullins - Jr., Harper Boyd
ISBN 13: 9780073529899
ISBN 10: 73529893
Edition: 6
Publisher: McGraw-Hill/Irwin
Publication Date: 2007-10-31
Format: Paperback
Pages: 368
List Price: N/A

Marketing Strategy 5/e is a flexible, short, paper-back 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 book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.