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.
| ISBN: | 9780071116749 |
| Publication date: | 16th April 2005 |
| Author: | Orville C Walker, John Mullins |
| Publisher: | McGraw-Hill an imprint of McGraw-Hill Education |
| Format: | Paperback |
| Pagination: | 346 pages |
| Series: | The McGraw-Hill/Irwin Series in Marketing |
| Genres: |
Business and Management |