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Name: Marketing Strategy : A Decision-Focused Approach. 5th ed.
Author: Walker, Orville C., Jr. / Mullins, J. W. / Boyd, H. W., Jr.
ISBN: 9780071116749

Marketing Strategy : A Decision-Focused Approach. 5th ed.

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ISBN	9780071116749
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, SI)
出版年月	2005
ページ数	346 pp.
言語	ENG
ニュース番号	＜521-496＞

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.