Marketing Strategy: A Decision-Focused Approach -

Marketing Strategy: A Decision-Focused Approach

By Orville Walker, John Mullins

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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. The eighth edition helps students integrate what they have learned about analytical tools and the 4P's of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.

Product code: 9781259010903

ISBN 9781259010903
Dimensions (HxWxD in mm) H255xW201xS14
No. Of Pages 384
Publisher McGraw-Hill Education
Edition 8th edition
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.