Marketing strategy : a decision-focused approach (Eighth edition International edition)

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.