Marketing Strategy
ISBN-10:
0256261180
ISBN-13:
9780256261189
Author(s): WALKER, ORVILLE C.; Boyd, Harper W.
Edition: Subsequent
Description:
Marketing Strategy is a flexible, short, paper-back text which can be used on its own or packaged with a casebook (Cravens, Lamb, Crittenden Strategic Marketing Management Cases - 1999) or with a custom published case book. It covers the concepts and theories of creating and implementing a marketing strategy. The text offers a focus on the strategic planning process and marketing's interfunctional relationships.
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