Marketing Strategy: A Decision-Focused Approach - Softcover

Walker, Orville C; Boyd, Jr., Harper W; Mullins, John; Larreche, Jean-Claude; Boyd, Jr., Harper

Softcover

ISBN 10: 0072553936 ISBN 13: 9780072553932

Publisher: McGraw-Hill/Irwin, 2002

Synopsis

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.

About this edition

• Publisher: McGraw-Hill/Irwin
• Publication date: 2002
• ISBN 10: 0072553936
• ISBN 13: 9780072553932
• Binding: Paperback
• Edition number: 4
• Number of pages: 384