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Marketing Strategy: A Decision-Focused Approach Book
Marketing Strategy, by Walker, Boyd, new co-author Mullins, and Larreche, is a flexible, short, paper-back text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens ) or with a custom published 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/interfunctional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.Read More
from£77.46 | RRP: * Excludes Voucher Code Discount Also available Used from £10.33
- 0072553936
- 9780072553932
- Orville C. Walker, Jr. Harper W Boyd, John Mullins, Jean-Claude Larreche
- 1 May 2002
- McGraw-Hill Inc.,US
- Paperback (Book)
- 384
- 4th Revised edition
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