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 4Ps of...

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Format: Buch
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Veröffentlicht: New York, N.Y. McGraw-Hill Education 2005
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Beschreibung
Zusammenfassung: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.