Marketing Strategy : 8th Edition - A Decision-Focused Approach - Orville C. Walker

Marketing Strategy

8th Edition - A Decision-Focused Approach

By: Orville C. Walker, John W. Mullins

Paperback | 24 January 2013 | Edition Number 8

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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.

About the Authors

Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesota’s Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Master’s degree in social psychology from the Ohio State University and a PhD in marketing from the University of Wisconsin–Madison.

John W. Mullins John Mullins is Associate Professor of Management Practice at London Business School, where he heads the entrepreneurship group. He earned his MBA at the Stanford Graduate School of Business and, considerably later in life, his PhD in marketing from the University of Minnesota.

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