Marketing Strategy: A Decision-Focused Approach

By: John Mullins, Orville Walker

ISBN-13: 9780078028946
ISBN-10: 0078028949
Publisher: McGraw-Hill Education
Published date: 2013-01-24
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.