Marketing Strategy (5th ed.)

"Marketing Strategy 5/e" is a flexible, short, paper-back 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 and inter-functional relationships.

This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.