Marketing Strategy: a Decision-Focused Approach
Marketing Strategy: a Decision-Focused Approach
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Marketing Strategy: a Decision-Focused Approach
O. C. Walker, J. W. Mullins
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28 May 2024
Marketing Strategy: a Decision-Focused Approach
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Description
Marketing Strategy, 8e is a focused, succinct 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 text distinguishes itself from competitors by maintaining a strong approach to strategic decision making.
Product Information
ISBN13 (SKU)
9781259010903
Title
Marketing Strategy: a Decision-Focused Approach
Author
O. C. Walker, J. W. Mullins
Edition
8th
Publisher
McGraw-Hill
Publication Date
2013
Country of Publication
United States
Format Type
Physical
Number of Pages
384
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