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Marketing Strategy - A Decision-focused Approach (Paperback)
Marketing Strategy - A Decision-focused Approach (Paperback): Orville C. Walker, John Gountas, felix Mavondo, John W. Mullins
Marketing Strategy - A Decision-focused Approach (Paperback): Orville C. Walker, John Gountas, felix Mavondo, John W. Mullins

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Marketing Strategy - A Decision-focused Approach (Paperback)

Orville C. Walker, John Gountas, felix Mavondo, John W. Mullins

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Marketing Strategy is a concise and flexible text that that can be used in conjunction with case studies or supplementary readings in project-based marketing strategy courses. The emphasis on strategic decision-making is a key strength of this text. Students are helped to integrate their knowledge of marketing phenomena within the broader competitive framework of the strategic and tactical decisions that marketers and managers make every day. The latest new-economy developments have been included and a series of new case studies from dynamic Australian and New Zealand businesses incorporated for applied study. Marketing Strategy assumes the reader is already familiar with the basics of buyer behaviour, the four Ps, and other marketing fundamentals. With extensive content on four key trends - entrepreneurial companies, the growth in international trade, internet advertising and marketing metrics - this title is a perfect match for modern strategic marketing courses.

General

Imprint: McGraw-Hill Australia
Country of origin: Australia
Release date: September 2008
Authors: Orville C. Walker • John Gountas • felix Mavondo • John W. Mullins
Dimensions: 250 x 200 x 15mm (L x W x T)
Format: Paperback
ISBN-13: 978-0-07-013155-2
Barcode: 9780070131552
Categories: Promotions
Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > General
LSN: 0-07-013155-4

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