Marketing Strategy

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

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Details

ISBN 9780070171466 / 0070171467
Title Marketing Strategy
Author Orville C. Walker, John Mullins and Jr. Harper W. Boyd
Category Sales & Marketing
Format Paperback
Year 2010
Pages 384
Publisher Mcgraw-hill Education - Europe
Imprint McGraw Hill Higher Education
Edition 7th
Language English
Dimensions 251mm x 203mm x 15mm

Annotation

Covers the concepts and theories of creating and implementing a marketing strategy and focuses on the strategic planning process and marketing's cross/inter-functional relationships. This text helps students integrate what they have learned about analytical tools and the 4P's of marketing within a broader framework of competitive strategy.