Marketing Strategy: A Decision-Focused Approach - Hardcover
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.
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- PublisherMcgraw-Hill (Tx)
- Publication date2003
- ISBN 10 0072466715
- ISBN 13 9780072466713
- BindingHardcover
- Edition number4
- Number of pages365
- Rating
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