<p>The text is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned.</p>

Marketing Management: A Strategic, Decision-Making Approach (w/GAMAR Software)

Business & Money

WALKER, ORVILLE C.

Boyd, Jr., Harper W

Mullins,John

Larreche,Jean-Claude

Economics

McGraw/Hill/Irwin

<p>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.</p>

Marketing Strategy: A Decision-Focused Approach

Boyd, Jr.,Harper

Marketing & Sales

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Books by Boyd, Jr., Harper W