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Name: Marketing Strategy : A Decision Focused Approach. 7th ed.
Author: Walker, Orville C. / Mullins, J. / Boyd, H. W., Jr.
ISBN: 978-0-07-338115-2

Marketing Strategy : A Decision Focused Approach. 7th ed.

・ISBN 978-0-07-338115-2 paper

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著者・編者	Walker, Orville C. / Mullins, J. / Boyd, H. W., Jr.,
出版社	(McGraw-Hill/Irwin, US)
出版年月	2010
ページ数	368 pp.
言語	ENG
ニュース番号	＜576-L267＞

解説

Marketing Strategy, 7e is a focused, succinct 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 text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The Seventh Edition helps students integrate what they have learned about analytical tools and the 4P's of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.