Marketing Strategy A Decision-Focused Approach

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.Walker, Orville C. is the author of 'Marketing Strategy A Decision-Focused Approach', published 2002 under ISBN 9780071151177 and ISBN 0071151176.