Orville C. Walker, Harper W. Boyd, Jean Claude Larreche, Jean-Claude LarrecheISBN: 0256261180; 5-9626-0106-8;
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.
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