Description

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.


Author: Orville C. Walker
Format: Hardback
Number of Pages: 365
Publisher: McGraw-Hill Education - Europe
Publication Date: 31 Jan 2003

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