Marketing Strategy: A Decision- focused Approach

Marketing Strategy: A Decision- focused Approach (Paperback)

By Orville C Walker , John Mullins , Jr Harper W Boyd 
Publisher: McGraw Hill Higher Education
Edition: Paperback
Language: English
ISBN: 0071263918
EAN: 9780071263917
No. of Pages: 384
Publish Date: 2008-2-1
Binding: Paperback
Ships to India.

Description

"Marketing Strategy, 6/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. The book's strategic decision making remains the key strength of this text while separating itself from all the competitors. The 6th edition helps students integrate what they have learned about analytical tools and the 4Ps 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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Specification

Title: Marketing Strategy: A Decision- focused Approach
Publisher: McGraw Hill Higher Education
Author: Orville C Walker , John Mullins , Jr Harper W Boyd
Edition: Paperback
Language: English
ISBN: 0071263918
EAN: 9780071263917
No. of Pages: 384
Publish Date: 2008-2-1
Binding: Paperback

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