Marketing Strategy: Planning and Implementation

by Orville C. Walker Jr. (Brand), Jean-Claude Larreche

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.

392 pages, Paperback

First published November 1, 1991

Reviews

[Marshciene Moor · Rating 4 out of 5]

Very good read. Product-market strategy, examines the content of specific strategies appropriate for difference market and competitive situations, as well as the organizational and managerial issues involved in implementing those strategies.