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| Marketing Strategy | 
 enlarge | Authors: Orville C. Walker, John Mullins, Jr. Harper W Boyd
Publisher: McGraw Hill Higher Education
Category: Book
List Price: $73.38
Buy New: $65.89
You Save: $7.49 (10%)
New (7) Used (1) from $65.88
Avg. Customer Rating:  1 reviews
Sales Rank: 82869
Media: Paperback
Edition: 6th
Pages: 384
Shipping Weight (lbs): 1.4
Dimensions (in): 10 x 7.9 x 0.3
ISBN: 0071263918
EAN: 9780071263917
ASIN: 0071263918
Publication Date: February 1, 2008
Availability: Usually ships in 1-2 business days
Condition: New, 6th edition, paperback, Isbn: 0071263918 , receive the book in 2-5 days
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Product Description
Marketing Strategy is a flexible, short, paper-back text which can be used on its own or packaged with a casebook (Cravens, Lamb, Crittenden Strategic Marketing Management Cases - 1999) or with a custom published case book. It covers the concepts and theories of creating and implementing a marketing strategy. The text offers a focus on the strategic planning process and marketing's interfunctional relationships.
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| Customer Reviews:
A Good Reference Guide July 12, 2007
2 out of 2 found this review helpful
I used the 5e/International Edition of the book "Marketing Strategy: A Decision-Focused Approach" which has the advantage of being compact in text but meaningful in the approach to present the knowledge that you need know for the daily marketing practise. It helps to endeavor the core concepts of marketing strategy with a clear language and "short" (compact) passages. If you have to study in length this book works only as references but if you are looking for an overview this book will serve you well with sections divided in "Introduction of Strategy", "Opportunity Analysis", "Formulating Marketing Strategies and Implementation and Control". Furthermore this book uses company cases (3M, Iomega's Zip, IBM etc.) to introduce new topics and allow for every chapter to have a rich reference guide to second literature. If you combine this book with other literature like (Kotler/Keller,Marketing Management (12th Edition) (Marketing Management) ; Kerin/Peterson,Strategic Marketing Problems: Cases and Comments (11th Edition)), it will complement the study of marketing strategy well.
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