9780078028946

Marketing Strategy: A Decision-Focused Approach

  • ISBN 13:

    9780078028946

  • ISBN 10:

    0078028949

  • Edition: 8th
  • Format: Paperback
  • Copyright: 01/24/2013
  • Publisher: McGraw-Hill Education

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

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Summary

Marketing Strategy, 8e 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 eighth 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.

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