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Marketing Strategy: Planning and Implementation (The Irein Series in Marketing)

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Title Marketing Strategy: Planning and Implementation (The Irein Series in Marketing) ISBN 025609005X Author Walker, Orville C.; Boyd, Harper W.; Larreche, Jean-Claude Binding Paperback Publisher Richard D Irwin Publisher Year 1991 Publisher Location Homewood, IL Condition Fine Description 025609005X Book Description Marketing Strategy is a flexible, short, paper-back text which can be used on its own or packaged with a casebook (Cravens, Lamb, Crittenden Strategic Marketing Management Cases - 1999) or with a custom published case book. It covers the concepts and theories of creating and implementing a marketing strategy. The text offers a focus on the strategic planning process and marketing's interfunctional relationships.--This text refers to the Paperback edition.

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