Back to skip links

Additional product details

eText: 
ISBN-13 9780077499464ISBN-10 0077499468
Print: 
ISBN-10 0078028949ISBN-13 9780078028946
Author(s): Walker, Orville; Mullins, John
Publisher: McGraw-Hill Higher Education
Copyright year: © 2014 Pages: 384
Description

Marketing Strategy, 8e 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 eighth 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.

Three Ways to Study
with eTextbooks!

  • Read online from your computer or mobile device.
  • Read offline on select browsers and devices when the internet won't be available.
  • Print pages to fit your needs.

CourseSmart eTextbooks let you study the best way – your way.