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Marketing Strategy: a Decision-Focused Approach
by ORVILLE C. WALKER (Author),
MCGRAW HILL / IRWIN (Publisher)
Product Specifications
Book Description
Marketing Strategy, 8e is a focused, succinct 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. This text
distinguishes itself from competitors by maintaining a strong approach to
strategic decision making. The eighth edition helps students integrate what they
have learned about analytical tools and the 4P's 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.
Book Specifications
ISBN-13 9781259010903
Language English
Binding Paper Back
Publisher MCGRAW HILL / IRWIN
Publishing Date 2014