Marketing Strategy: A Decision-Focused Approach

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9780072553932: Marketing Strategy:  A Decision-Focused Approach

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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Walker, Orville C; Boyd, Jr., Harper W; Mullins, John; Larreche, Jean-Claude; Boyd, Jr., Harper
Published by McGraw-Hill/Irwin (2002)
ISBN 10: 0072553936 ISBN 13: 9780072553932
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Walker, Orville C; Boyd, Jr., Harper W; Mullins, John; Larreche, Jean-Claude; Boyd, Jr., Harper
Published by McGraw-Hill/Irwin
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Walker, Orville C; Boyd, Jr., Harper W; Mullins, John; Larreche, Jean-Claude; Boyd, Jr., Harper
ISBN 10: 0072553936 ISBN 13: 9780072553932
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