Marketing Strategy: A Decision-Oriented Approach (5th Edition)

Author: Walker
Publisher:
Publish Date: 2006-01-01
Features: The first part provides a brief introduction to strategy, emphasizing the fundamental role of a market-oriented perspective in marketing; the second part guides readers to recognize and analyze market opportunities; the third part offers marketing strategy guidance for different types of markets; the fourth part discusses the effectiveness of marketing strategy execution and its measurement.