Böcker av Orville Walker

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 distinguishes itself from competitors by maintaining a strong approach to strategic decision making.

Covers the concepts and theories of creating and implementing a marketing strategy and focuses 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 broader framework of competitive strategy.