Marketing Strategy: A Decision Focused Approach - Softcover

Walker, Orville; Mullins, John; Boyd, Jr., Harper

Softcover

ISBN 10: 0071263918 ISBN 13: 9780071263917

Publisher: McGraw-Hill Education / Asia, 2008

Synopsis

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.

About this title

From the Publisher:

New in-text case, Calgolia. Accompanied by a free Windows based simulation (GAMAR).
Strong cross-functional coverage
Strong integration of global examples, ethical issues and service examples.

About the Author:

Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesotas Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Masters degree in social psychology from the Ohio State University and a PhD in marketing from the University of WisconsinMadison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the ODell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group of the American Marketing Association. Orville has been a consultant to a number of business firms and not-for-profit organisations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.

About this edition

• Publisher: McGraw-Hill Education / Asia
• Publication date: 2008
• ISBN 10: 0071263918
• ISBN 13: 9780071263917
• Binding: Paperback
• Edition number: 6
• Number of pages: 384