Marketing Strategy: A Decision-Focused Approach (3rd Edition)

Marketing Strategy: A Decision-Focused Approach (3rd Edition)
Orville C Walker, John Mullins, Felix Mavondo, John Gountas, Anton Kriz, Carol Osborne
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1024008
MKTG305
Canterbury
9781743078778
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Published 9/04/2015
Edition Info 3rd Edition - 9781743078778
Published In Australia
Publisher McGraw-Hill Education
Pages 472
Size (mm) h260 x w210 x d10
Blurb Marketing Strategy: a decision focused approach moves beyond the traditional "4P" approach in other marketing titles by utilising the broader analytical framework of competitive strategy. The text offers a clear and comprehensive overview of marketing strategy, beginning with analysis of marketing relationships, moving to key steps in the strategic planning process and ultimately the creation and implementation of such strategies. This edition includes 13 new APAC case examples selected for their recognisability to both local and international students. More examples of entrepreneurial companies using strategic tools taps into growing student interest in entrepreneurship while material on the marketing implications of today' s digitally and socially networked world has been completely revamped for relevancy. Marketing Strategy is more pedagogically friendly than ever with new learning objectives tagged against key sections of the text. The case studies with accompanying questions and solutions move students from theory to application while the end-of-chapter exercises facilitate practice of essential marketing planning skills.



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