Marketing Strategy : A Decision Focused Approach (McGraw-Hill/Irwin Series in Marketing)
Orville C WalkerISBN: 0072961902; 9780072961904;
Book DescriptionMarketing 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.