"Marketing Strategy 5/e" is a flexible, short, paper-back 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 and inter-functional 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.

Marketing Strategy

Orville C. Walker

John Mullins

Jr. Harper W Boyd

Business & Money

McGraw=Hill

Marketing Management: A Strategic Decision-Making Approach

McGraw-Hill/Higher Education

Atisuto: Chapter 1

Independently published

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Books by John Mullins