Marketing Strategy: A Decision Focused Approach 4th Edition

By: Boyd, Harper W. Jr.;Mullins, John

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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.

Title: Marketing Strategy: A Decision Focused Approach 4th Edition

Author Name: Boyd, Harper W. Jr.;Mullins, John

Categories: Other,

Edition: 4

Publisher: Burr Ridge, Illinois, U.S.A., Richard d Irwin: 2002

ISBN Number: 0072553936

ISBN Number 13: 9780072553932

Binding: Soft Cover

Book Condition: Good

Seller ID: 035237

Description: Good condition. No interior writing or highlighting. Marketing Strategy: A Decision Focused Approach 4th Edition By Boyd, Harper W. Jr.;Mullins, John Product Description 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. Product Details Paperback: 384 pages Publisher: McGraw-Hill/Irwin; 4 edition (April 4, 2002) Language: English ISBN-10: 0072553936 ISBN-13: 9780072553932 Product Dimensions: 9.9 x 7.7 x 0.7 inches

Keywords: Marketing Strategy: A Decision Focused Approach 4th Edition