9780072961904

Marketing Strategy : A Decision Focused Approach

by:
  • ISBN 13:

    9780072961904

  • ISBN 10:

    0072961902

  • Edition: 5th
  • Format: Paperback
  • Copyright: 02/24/2005
  • Publisher: McGraw-Hill/Irwin
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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.

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