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Marketing strategy : : A decision-focused approach / Orville Walker, John Mullins

Tác giả : Orville Walker, John Mullins

Nhà xuất bản : McGraw-Hill Education

Năm xuất bản : 2010

Nơi xuất bản : New York

Mô tả vật lý : 352 p. ; 25 cm

ISBN : 9780073381152

Số phân loại : 658.8

Chủ đề : 1. Tiếp thị -- Quản lý. 2. Marketing -- Management. 3. Tiếp thị.

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Tóm tắt :

Marketing Strategy, 7e 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 Seventh 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.

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https://lrcopac.ctu.edu.vn/pages/opac/wpid-detailbib-id-190114.html