Ebook: Marketing Strategy ; A Decision Focused Approach
Author: Orville Walker, John Mullins, Harper Boyd Jr.
- Year: 2010
- Publisher: McGraw-Hill Education
- Edition: 7
- Language: English
- pdf
Marketing Strategy, 7e is a focused, succinct 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 text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The Seventh Edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.
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