Marketing Strategy: A Decision-focused Approach

ISBN-10: 0071151176
ISBN-13: 9780071151177
Series: Marketing Strategy
Pages: 365
Language: English
Published: 2003
Publisher: McGraw-Hill/Irwin
Author: Orville C. Walker

Description

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.