Marketing Strategy: A Decision Focused Approach, 7 edition
Marketing Strategy: A Decision Focused Approach, 7 edition by Orville Walker, John Mullins
English | 2010 | ISBN: 0073381152 | 368 pages | PDF | 5 MB
English | 2010 | ISBN: 0073381152 | 368 pages | PDF | 5 MB
Marketing Strategy, 7e is a focused, succinct 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/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The Seventh Edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.
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