Marketing strategy : a decision-focused approach
Language: engl Publication details: New York N.Y. McGraw Hill 2014 Edition: 8thDescription: xvi, 368 pages ; 25 cmISBN: 1259010902Subject(s): MarketingSummary: 9781259010902Summary: Includes bibliographical references and index.Summary: This book is a focused, succinct text which can be used on its own or 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 maintains a strong approach to strategic decision making. The 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.| Item type | Current library | Collection | Class number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Standard loan | Library Services Main collection | Print books | 658.8 WAL (Browse shelf(Opens below)) | Available | 74001585 |
9781259010902
Includes bibliographical references and index.
This book is a focused, succinct text which can be used on its own or 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 maintains a strong approach to strategic decision making. The 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.
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