Marketing Strategy: A Decision Focused Approach

by Orville C. Walker Jr., John W. Mullins, Harper W. Boyd Jr.

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.

Genres: Business

368 pages, Paperback

First published January 1, 1991

Reviews

[Amir Jabbari · Rating 3 out of 5]

The book provided a new perspective regarding generic strategies undertaken by businesses as well as proper tactics that can help enhance those strategies.

[Tinawws · Rating 1 out of 5]

good

[Tuyen Bui]

i'm study about marketing strategy. it may be usefull for me