Marketing Strategy: A Decision Focused Approach

Walker, Orville C. Mullins, John W. Boyd, Jr. Harper W.

Ouvrage indisponible

Éditeur
McGraw Hill Higher Education
Pages
368
Parution
mars 2010
Format
Livre broché
Langue
Anglais
Dimensions
254 × 203 × 12 cm
EAN
9780073381152
  • Résumé

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 helps students integrate what they have learned about analytical tools and the 4P's of marketing within a framework of competitive strategy.
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