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This text covers the concepts and theories of creating and implementing a marketing strategy, and offers a focus on the strategic planning process and marketing's interfunctional relationship.
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New in-text case, Calgolia. Accompanied by a free Windows based simulation (GAMAR).
Strong cross-functional coverage
Strong integration of global examples, ethical issues and service examples.
Orville Walker is the James D. Watkins Professor or Marketing, and Director of the Ph.D. Program, in the University of Minnesota's Carlson School of Management. He holds a Master's degree in social psychology from Ohio State University and a Ph.D. in marketing from the University of Wisconsin-Madison. Prof. Walker is the co-author of three books and has published more than fifty research articles in scholarly and business journals. He has won several awards for his research, including the O'Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award (together with Professors Gilbert Churchill and Neil Ford) from the Sales Management Interest Group of the American Marketing Association. Prof. Walker has been a consultant to a number of business firms and not-for-profit organizations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland, and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.
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Book Description McGraw-Hill Education. Soft cover. Condition: New. International Edition. Usually Dispatched within 1-2 Business Days , Buy with confidence , excellent customer service International Edition. Seller Inventory # 0071168478--213
Book Description The McGraw-Hill Company. Condition: New. pp. 416 3rd Edition. Seller Inventory # 261761350
Book Description The McGraw-Hill Company. Condition: New. pp. 416. Seller Inventory # 7167897
Book Description MGH, 1999. Paperback. Condition: New. Seller Inventory # KSK-9780071168472
Book Description McGraw-Hill Education (ISE Editions), 1999. Condition: New. book. Seller Inventory # M0071168478