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Marketing Strategy: A Decision-Focused Approach

Price: 5.99 USD

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Product Details

Author Name: Walker, Orville C.

Binding: Paperback

Book Condition: Good

Edition 4

Publisher Burr Ridge, Illinois, U.S.A. Richard d Irwin 2002

ISBN Number 0072553936 / 9780072553932

Seller ID 035237

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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