Marketing Strategy, 3rd Edition
A Decision-Focused Approach
- Paperback
472 pages
- Release Date
9 April 2015
Summary
Marketing Strategy: a decision focused approach moves beyond the traditional “4P” approach in other marketing titles by utilising the broader analytical framework of competitive strategy. The text offers a clear and comprehensive overview of marketing strategy, beginning with analysis of marketing relationships, moving to key steps in the strategic planning process and ultimately the creation and implementation of such strategies.
This edition includes 13 new APAC case examples s…Book Details
| ISBN-13: | 9781743078778 |
|---|---|
| ISBN-10: | 1743078773 |
| Author: | Orville C. Walker, John Mullins, Felix Mavondo, John Gountas, Anton Kriz, Carol Osborne |
| Publisher: | McGraw-Hill Education |
| Imprint: | McGraw-Hill Education / Australia |
| Format: | Paperback |
| Number of Pages: | 472 |
| Edition: | 3rd |
| Release Date: | 9 April 2015 |
| Weight: | 848g |
| Dimensions: | 260mm x 210mm x 10mm |
About The Author
Orville C. Walker
Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesota’s Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Master’s degree in social psychology from the Ohio State University and a PhD in marketing from the University of Wisconsin–Madison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the O’Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group of the American Marketing Association. Orville has been a consultant to a number of business firms and not-for-profit organisations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.
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