Marketing strategy: a decision focused approach
Marketing strategy is the seventh a targeted short text to be used alone or in a package with a bookcase. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on strategic planning and / cross-functional cross-marketing relationships. This text differs from its competitors by maintaining a strong strategic approach to decision making. The seventh edition helps students integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy. Four key and relevant trends that will shake the world of theory and practice of integrated marketing in this new edition.