Marketing Strategy: A Decision-Focused Approach
Orville C Walker, Jr., Harper W Boyd, John Mullins, Jean-Claude Larreche, Jr., Harper Boyd, John Mullins, Jean-Claude LarrecheISBN: 0072553936;
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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