Walker, Orville C.
Marketing strategy : a decision-focused approach / Orville C. Walker, Jr., John W. Mullins. - 6th int. ed. - Boston : McGraw-Hill Irwin, c2008. - xx, 346 p. : ill. ; 26 cm.
Rev. ed. of: Marketing strategy / Orville C. Walker, Jr. ... [et al.]. 5th ed. c2006.
Includes bibliographical references and indexes.
This text covers the concepts and theories of creating and implementing a marketing strategy, and offers a focus on the strategic planning process and marketing's interfunctional relationship.
9780071263917 (pbk.) 0071263918 (pbk.)
2007034854
GBA790309 bnb
Marketing--Management.
Lehrbuch.
HF5415.13 / .W35 2008
658.802 / WAL 2008
Marketing strategy : a decision-focused approach / Orville C. Walker, Jr., John W. Mullins. - 6th int. ed. - Boston : McGraw-Hill Irwin, c2008. - xx, 346 p. : ill. ; 26 cm.
Rev. ed. of: Marketing strategy / Orville C. Walker, Jr. ... [et al.]. 5th ed. c2006.
Includes bibliographical references and indexes.
This text covers the concepts and theories of creating and implementing a marketing strategy, and offers a focus on the strategic planning process and marketing's interfunctional relationship.
9780071263917 (pbk.) 0071263918 (pbk.)
2007034854
GBA790309 bnb
Marketing--Management.
Lehrbuch.
HF5415.13 / .W35 2008
658.802 / WAL 2008