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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.
TITLE: Marketing Strategy
AUTHOR: Orville C. Walker
SKU: 9780070171466
PUBLISHER: McGraw-Hill Education - Europe
DATE PUBLISHED: 01/03/2010
PLACE PUBLISHED: United States
PAGES: 384
BINDING: Paperback / softback
LANGUAGE: English
DIMENSIONS: 203 mm x 228 mm x 15 mm
WEIGHT: 630 gr