Marketing Strategy : A Decision Focused Approach
Mullins, John, Walker, Orville C., Boyd, Harper W., Jr.
ISBN 10: 0072961902 ISBN 13: 9780072961904
Published by McGraw-Hill Higher Education, 2005
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Soft cover
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Used book that is in almost brand-new condition. May contain a remainder mark. Better World Books: Buy Books. Do Good. Seller Inventory # 51418890-6
Synopsis:
Marketing Strategy 5/e is a flexible, short, paper-back text which can be used on its own or packaged with a 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/inter-functional 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 the Author: 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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Bibliographic Details
Title: Marketing Strategy : A Decision Focused ...
Publisher: McGraw-Hill Higher Education
Publication Date: 2005
Binding: Soft cover
Condition: Fine
Edition: 5th.