TY - BOOK AU - Walker,Orville C. AU - Mullins,John W. TI - Marketing strategy: a decision\focused approach SN - 9780078028946 U1 - 658.8 PY - 2014/// CY - New York : PB - McGraw\Hill Irwin KW - Planeación de mercados KW - Estrategias de mercadeo KW - Mercadeo KW - Administración de mercadeo N1 - Disponible Kindle; Incluye índice; 1. Introduction to Strategy ; 2. Opportunity Analysis ; 3. Formulating Marketing Strategies ; Section Four: Implementation and Control N2 - Marketing Strategy, 8e 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 eighth 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 ER -