Marketing Strategy: A Decision Focused Approach
ISBN-13:
9780072961904
ISBN-10:
0072961902
Edition:
5
Author:
John Mullins, Orville Walker, Jr. Boyd
Publication date:
2005
Publisher:
McGraw-Hill/Irwin
Format:
Paperback
368 pages
FREE US shipping
Book details
ISBN-13:
9780072961904
ISBN-10:
0072961902
Edition:
5
Author:
John Mullins, Orville Walker, Jr. Boyd
Publication date:
2005
Publisher:
McGraw-Hill/Irwin
Format:
Paperback
368 pages
Summary
Marketing Strategy: A Decision Focused Approach (ISBN-13: 9780072961904 and ISBN-10: 0072961902), written by authors
John Mullins, Orville Walker, Jr. Boyd, was published by McGraw-Hill/Irwin in 2005.
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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/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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