Marketing Strategy: Planning and Implementation (The Irein Series in Marketing)

Walker, Orville C., Harper W. Boyd and Jean-Claude Larreche

ISBN 10: 025609005X / ISBN 13: 9780256090055

Published by McGraw-Hill Inc.,US 01.11.1991., 1991

About this Item

512 Seiten ex Library Book aus einer wissenschafltichen Bibliothek Sprache: Englisch Gewicht in Gramm: 969 22,9 x 18,8 x 2,5 cm, Taschenbuch.

Seller Inventory # 333660

Bibliographic Details

• Title: Marketing Strategy: Planning and Implementation (The Irein Series in Marketing)
• Publisher: McGraw-Hill Inc.,US 01.11.1991.
• Publication Date: 1991
• Language: English
• ISBN 10: 025609005X
• ISBN 13: 9780256090055
• Binding: Soft cover
• Condition: Gut
• Weight: 969 grams
• Seller catalogs:
  • Alle Bücher

About this title

Synopsis

Marketing Strategy is a flexible, short, paper-back text which can be used on its own or packaged with a casebook (Cravens, Lamb, Crittenden Strategic Marketing Management Cases - 1999) or with a custom published case book. It covers the concepts and theories of creating and implementing a marketing strategy. The text offers a focus on the strategic planning process and marketing's interfunctional relationships.

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.