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Name: Marketing Strategy: Planning and Implementation. 2nd ed.
Author: Walker, O. C., Jr. / H. W. Boyd, Jr. et al.
ISBN: 978-0-256-13692-0

Marketing Strategy: Planning and Implementation. 2nd ed.

・ISBN 978-0-256-13692-0 paper

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著者・編者	Walker, O. C., Jr. / H. W. Boyd, Jr. et al.,
出版社	(Irwin, US)
出版年月	1995
ページ数	392 pp.
言語	ENG
ニュース番号	＜418-575＞

解説

This text focuses on product-market entry-level strategy, examining the content of specific strategies appropriate for difference market and competitive situations, as well as the organizational and managerial issues involved in implementing those strategies. Real-wprld examples are used to illustrate concepts and procedures and demonstrate their practical significance. The text comes bound with GAMR, a Global Allocation Marketing Resources simulation. This edition includes a chapter on international issues.