Marketing Strategy: A Decision Focused Approach - Softcover

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

Softcover

ISBN 10: 0073529893 ISBN 13: 9780073529899

Publisher: McGraw-Hill Higher Education, 2007

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 edition

• Publisher: McGraw-Hill Higher Education
• Publication date: 2007
• ISBN 10: 0073529893
• ISBN 13: 9780073529899
• Binding: Paperback
• Edition number: 6
• Number of pages: 368