Marketing Strategy: A Decision-Focused Approach

By Orville C. Walker Jr., Harper W. Boyd Jr., John W. Mullins, et al.

Book Overview

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."

• Format: Paperback
• Language: English
• ISBN: 0078028949
• ISBN13: 9780078028946
• Release Date: January 2013
• Publisher: McGraw-Hill Companies
• Length: 384 Pages
• Weight: 1.55 lbs.
• Dimensions: 0.6" x 8.1" x 10.0"

Customer Reviews

Very Happy

I am very happy with the book. The pages are black and white, which I don't think I was made aware of at purchase, but it is not a big deal. I paid a very fair price for the book, and although the 6th edition is out, the pages are accurate and suited my needs just fine. The book arrived on time and in good condition.

A Good Reference Guide

I used the 5e/International Edition of the book "Marketing Strategy: A Decision-Focused Approach" which has the advantage of being compact in text but meaningful in the approach to present the knowledge that you need know for the daily marketing practise. It helps to endeavor the core concepts of marketing strategy with a clear language and "short" (compact) passages. If you have to study in length this book works only as references but if you are looking for an overview this book will serve you well with sections divided in "Introduction of Strategy", "Opportunity Analysis", "Formulating Marketing Strategies and Implementation and Control". Furthermore this book uses company cases (3M, Iomega's Zip, IBM etc.) to introduce new topics and allow for every chapter to have a rich reference guide to second literature. If you combine this book with other literature like (Kotler/Keller,Marketing Management (12th Edition) (Marketing Management) ; Kerin/Peterson,Strategic Marketing Problems: Cases and Comments (11th Edition)), it will complement the study of marketing strategy well.