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Item Details
| Title:
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MARKETING STRATEGY
A DECISION-FOCUSED APPROACH |
| By: |
Orville C. Walker, Jr. Harper W. Boyd, John W. Mullins |
| Format: |
Mixed media product |
| List price:
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£77.46 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0072553936 |
| ISBN 13: |
9780072553932 |
| Publisher: |
MCGRAW-HILL EDUCATION - EUROPE |
| Pub. date: |
4 April, 2002 |
| Edition: |
4th Revised edition |
| Pages: |
384 |
| Description: |
Packaged with a case book ("Strategic Marketing Management Cases", by Cravens ) or with a custom published case book. This title 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. |
| Synopsis: |
"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. |
| Illustrations: |
Illustrations |
| Publication: |
US |
| Imprint: |
McGraw-Hill Inc.,US |
| Returns: |
Returnable |
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