Marketing Strategy: A Decision-Focused Approach
Book Summary:
This textbook 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. This book helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy.
ISBN: 9780078028946
Authors:
Orville C. Walker, John Mullins
