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Marketing Strategy: A Decision-Focused Approach
Marketing Strategy: A Decision-Focused Approach Orville C Walker, Jr. Boyd, John Mullins, Jean-Claude Larreche, Jr. Boyd 0072553936 9780072553932 Marketing Strategy, by Walker, Boyd, new co-author Mullins, and Larreche, is a flexible, short, paper-ba
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Marketing Strategy: A Decision-Focused Approach by Orville C Walker, Jr. Boyd, John Mullins, Jean-Claude Larreche, Jr. Boyd

Marketing Strategy, by Walker, Boyd, new co-author Mullins, and Larreche, is a flexible, short, paper-back text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens ) or with a custom published 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 marketings cross/interfunctional 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.

Author: Orville C Walker, Jr. Boyd, John Mullins, Jean-Cla

Language: English

Edition: 4

Binding: Paperback

Pages: 384

Publisher: McGraw-Hill/Irwin

Publication Date: 2002-04-04

Our Price: $4.09

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ISBN: 0072553936


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Orville C Walker, Jr. Boyd, John Mullins, Jean-Cla (Edition: 4) Paperback


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