Год выпуска: 0 Автор: Orville C Walker, Jr., Harper W Boyd, John Mullins, Jean-Claude Larreche, Jr., Harper Boyd, John Mullins, Jean-Claude Larreche Издательство: Страниц: 0 ISBN: 0072553936
Описание
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 marketing’s 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.
