Marketing Strategy (Irwin Series in Marketing, 2nd ed) - Softcover

Walker, Orville C.; Boyd, Harper W.; Larreche, Jean-Claude

Softcover

ISBN 10: 0256136920 ISBN 13: 9780256136920

Publisher: Irwin Professional Publishing, 1995

Synopsis

This text focuses on product-market entry-level strategy, examining the content of specific strategies appropriate for difference market and competitive situations, as well as the organizational and managerial issues involved in implementing those strategies. Real-wprld examples are used to illustrate concepts and procedures and demonstrate their practical significance. The text comes bound with GAMR, a Global Allocation Marketing Resources simulation. This edition includes a chapter on international issues.

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 Walker is the James D. Watkins Professor or Marketing, and Director of the Ph.D. Program, in the University of Minnesota's Carlson School of Management. He holds a Master's degree in social psychology from Ohio State University and a Ph.D. in marketing from the University of Wisconsin-Madison. Prof. Walker is the co-author of three books and has published more than fifty research articles in scholarly and business journals. He has won several awards for his research, including the O'Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award (together with Professors Gilbert Churchill and Neil Ford) from the Sales Management Interest Group of the American Marketing Association. Prof. Walker has been a consultant to a number of business firms and not-for-profit organizations, 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: Irwin Professional Publishing
• Publication date: 1995
• ISBN 10: 0256136920
• ISBN 13: 9780256136920
• Binding: Paperback
• Edition number: 2
• Number of pages: 416