Marketing Strategy, by Walker, Boyd, new co-author Mullins, and Larreche, is a flexible, short, paper-back text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens ) or with a custom published 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/interfunctional 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: | 9780072553932 |
| Publication date: | 16th May 2002 |
| Author: | Orville Walker, Jr, Harper Boyd, John Mullins, JeanClaude Larreche |
| Publisher: | McGraw-Hill an imprint of McGraw-Hill Education |
| Format: | Paperback |
| Genres: |
Business and Management |