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Marketing Strategy

Marketing Strategy : A Decision-Focused Approach. 5th ed. O.C.ウォーカー他著　マーケティング戦略　第5版

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ISBN9780072961904
著者・編者Walker, Orville C., Jr. / Mullins, J. W. / Boyd, H. W., Jr.,
シリーズ(McGraw-Hill Series in Marketing)
出版社(McGraw-Hill/Irwin, US)
出版年月2005
ページ数346 pp.
言語ENG
ニュース番号＜521-495＞

解説

"Marketing Strategy, 5/e" is a flexible, short, paper-back text, which can be used on its own or packaged with a 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/inter-functional 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.