Marketing Strategy: A Decision-Focused Approach (8th Edition)

Marketing Strategy, 8th Edition is afocused, succinct text which can be used on its own or packagedwith a case book. It covers the concepts and theories of creatingand implementing a marketing strategy and offers a focus on thestrategic planning process and marketing's cross/inter-functionalrelationships. This text distinguishes itself from competitors bymaintaining a strong approach to strategic decision making.The eighth edition helps students integratewhat they have learned about analytical tools and the 4P's ofmarketing within a broader framework of competitive strategy. Fourkey and relevant trends that are sweeping the world of marketingtheory and practice are integrated throughout this new edition.