Marketing Strategy: A Decision Focused Approach

McGraw-Hill Irwin

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$192.65 - $193.95
UPC:
9780073381152
Binding:
Paperback
Note:
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Publication Date:
2/17/2010
Author:
Orville Walker;John Mullins;Jr., Harper Boyd
Language:
english
Edition:
7
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Product Overview

Marketing Strategy, 7e 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 marketings cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The Seventh Edition helps students integrate what they have learned about analytical tools and the 4Ps 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.