Marketing strategy : planning and implementation

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Title:

Author:

Walker, Orville C.

ISBN:

9780256261189

9780071168472

Personal Author:

Walker, Orville C.

Edition:

3rd ed.

Publication Information:

Physical Description:

xxiii, 393 pages : illustrations ; 26 cm.

Series:

McGraw-Hill International editions. Marketing & advertising series

McGraw-Hill International editions. Marketing & advertising series.

Contents:

Opportunity analysis -- Formulating marketing strategies -- Implementation and control.

Subject Term:

Marketing -- Management.

Administración de mercadeo.

Added Author:

Boyd, Harper W.

Larréché, Jean-Claude.

Copies:

Available:*

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Summary

This text covers the concepts and theories of creating and implementing a marketing strategy, and offers a focus on the strategic planning process and marketing's interfunctional relationship.