Marketing Strategy: A Decision-Focused Approach

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Marketing Strategy: A Decision-Focused Approach

ISBN : 9780072553932
Publisher : McGraw-Hill Inc.,US
Author(s) :
Overview "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.

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