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出版者:

作者:Walker, Orville C.; Mullins, John; Boyd, Jr. Harper W

出品人:

页数:384

译者:

出版时间:2010-3

价格:$ 87.86

装帧:

isbn号码:9780070171466

丛书系列:

图书标签:

Marketing
Textbook
UNNC

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"Marketing Strategy, 7/e" is a focused, succinct text which can be used on its own or packaged with a case book. It 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. The seventh edition helps students integrate what they have learned about analytical tools and the 4P's of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.