Marketing Strategy
ISBN-10:
0071116745
ISBN-13:
9780071116749
Author(s): Orville C. Walker; John Mullins
Edition: 5th Revised edition
Description:
"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.
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