close

Marketing Strategy: A Decision-Focused Approach

Orville C. Walker, John Mullins, Felix Mavondo, John Gountas, Anton Kriz · ISBN 9781743078778
Marketing Strategy: A Decision-Focused Approach | Zookal Textbooks | Zookal Textbooks
Out of stock
$129.95  Save $9.05
$120.90
-
+
Zookal account needed
Read online instantly with Zookal eReader
Access online & offline
$76.95
Note: Subscribe and save discount does not apply to eTextbooks.
-
+
Publisher McGraw-Hill Education / Australia
Author(s) Orville C. Walker / John Mullins / Felix Mavondo / John Gountas / Anton Kriz / Carol Osborne
Edition 3
Published 9th April 2015
Related course codes


Marketing Strategy: a decision focused approach moves beyond the traditional "4P" approach in other marketing titles by utilising the broader analytical framework of competitive strategy. The text offers a clear and comprehensive overview of marketing strategy, beginning with analysis of marketing relationships, moving to key steps in the strategic planning process and ultimately the creation and implementation of such strategies.

This edition includes 13 new APAC case examples selected for their recognisability to both local and international students. More examples of entrepreneurial companies using strategic tools taps into growing student interest in entrepreneurship while material on the marketing implications of today’s digitally and socially networked world has been completely revamped for relevancy.

Marketing Strategy is more pedagogically friendly than ever with new learning objectives tagged against key sections of the text. The case studies with accompanying questions and solutions move students from theory to application while the end-of-chapter exercises facilitate practice of essential marketing planning skills.



Translation missing: en.general.search.loading