Marketing strategy a decision-focused approach
"This flexible introduction to the concepts and theories of creating and implementing a marketing strategy focuses on the strategic planning process and marketing's cross/inter-functional relationships. This book will help you integrate what you are learning about analytical tools and the...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Boston
McGraw-Hill Irvin
2006
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| Edition: | 5th ed |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | "This flexible introduction to the concepts and theories of creating and implementing a marketing strategy focuses on the strategic planning process and marketing's cross/inter-functional relationships. This book will help you integrate what you are learning about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy."--Jacket |
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| Item Description: | Includes bibliographical references and index |
| Physical Description: | xx, 346 pages illustrations (some colour) 26 cm |
| ISBN: | 0072961902 |
Marketing strategy a decision-focused approach