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Marketing Strategy: A Decision-Focused Approach by John Mullins, Orville C. Walker, John Gountas, Felix Mavondo (Paperback, 2011)

About this product

About this product

Product Information

This second edition of an Australian adaptation of the successful US text, 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. 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.

Product Identifiers

Publisher
Mcgraw-Hill Education
ISBN-13
9780071014847
eBay Product ID (ePID)
110588366

Product Key Features

Author
John Mullins, Orville C. Walker, John Gountas, Felix Mavondo
Publication Name
Marketing Strategy: a Decision-Focused Approach
Format
Paperback
Language
English
Subject
Marketing, Business
Publication Year
2011
Type
Textbook

Dimensions

Item Height
251mm
Item Width
201mm
Item Weight
962g

Additional Product Features

Title_Author
John Mullins, Felix Mavondo, Orville C. Walker, John Gountas
Country/Region of Manufacture
Australia

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