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Marketing Strategy: A Decision Focused Approach, by Orville Walker, John Mullins, Jr., Harper Boyd
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Marketing Strategy, 7e 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 Seventh 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.
- Sales Rank: #384992 in Books
- Published on: 2010-02-17
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x .50" w x 8.00" l, 1.40 pounds
- Binding: Paperback
- 368 pages
Most helpful customer reviews
3 of 3 people found the following review helpful.
Good Overview of Market Strategy
By Kevin Smith
This textbook was assigned for the final course of my University of Maryland University College (UMUC) MBA course, Strategic Marketing. The book provided a plethora of case studies and diagrams to compliment the concepts discussed. Overall very effective in demonstrating the material. If you're looking for in-depth material in a particular aspect of market strategy you might want to look elsewhere. But if you're looking for an introduction, this is the perfect place to start.
1 of 1 people found the following review helpful.
Marketing Strategy
By Murilo Carrazedo
Marketing Strategy is an excellent book for those who wish to grasp the essence of strategy in organizations. Beginning with strategy at corporate level, the authors narrow down the strategy scope down to the level of marketing strategy at functional level, showing the interdependencies of the various levels of strategy within the organizations.
0 of 0 people found the following review helpful.
Confusing Textbook
By B395
This book is very confusing to read and hard to follow. I do not like that there is not a glossary for the important terms in the chapter. I do like that there are real marketing stories in the beginning of each chapter that ties in what you will learn in that chapter. However, based on the entire book I would not recommend this as a marketing textbook.
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