Marketing Strategy : A Decision-Focused Approach
, by Walker, Orville C.Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780072466706 | 0072466707
- Cover: Hardcover
- Copyright: 4/1/2002
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.