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Name: Marketing Strategy : A Decision-Focused Approach. 4th ed.
Author: Walker, Orville C. / Boyd, H. W., Jr. / Mullins, J. et al.
ISBN: 978-0-07-255393-2

Marketing Strategy : A Decision-Focused Approach. 4th ed.

・ISBN 978-0-07-255393-2 soft

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著者・編者	Walker, Orville C. / Boyd, H. W., Jr. / Mullins, J. et al.,
出版社	(McGraw-Hill, US)
出版年月	2002
ページ数	384 pp.
言語	ENG
ニュース番号	＜491-619＞

解説

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.