Marketing strategy a decision-focused approach

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 ma...

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Bibliographic Details

Main Authors:	Walker, Orville C. (Author), Mullins, John W. (Author)
Format:	Book
Language:	English
Published:	New York, NY McGraw-Hill/Irwin 2014
Edition:	Eighth edition; international edition
Subjects:	Marketing > management
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