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.
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