Marketing strategy

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Orville C. WalkerWalkerBoydJohn MullinsHarper W Boyd Jr.MullinsLarrecheJohn W. Mullins3 editions

"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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8 credited authorsSearch language english

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