Marketing Strategy: A Decision-Focused Approach by Orville C. Walker and John W. Mullins offers a comprehensive framework for developing effective marketing strategies. The book emphasizes the importance of decision-making and how marketing managers should approach strategy formation. Walker and Mullins explain that a successful marketing strategy requires a systematic process. This includes analyzing the market, understanding customer needs, evaluating competition, and leveraging the company's strengths. Managers must assess both internal and external factors to make informed decisions. Finally, the book discusses how to implement marketing strategies effectively, including resource allocation, managing marketing activities, and measuring performance.

Mã ngôn ngữ:	eng
Chỉ số phân loại:	658.8
Tác giả:	Walker, Orville C Mullins, John W
Thông tin nhan đề:	Marketing strategy: A decision-focused approach
Xuẩt bản,phát hành:	New York : McGraw-Hill Irwin, 2011
Mô tả vật lý:	352p.
Từ khóa:	Manager. Marketing

008    ##    141202s vn a 000 0 vie d

041    ##    $aeng

044    ##    $aUS

100    ##    $aWalker, Orville C.

245    ##    $aMarketing strategy: A decision-focused approach

260    ##    $aNew York : $bMcGraw-Hill Irwin, $c2011

300    ##    $a352p.

600    ##    $aMullins, John W.

653    ##    $aManager

653    ##    $aMarketing

900    ##    0

911    ##    Administrator

925    ##    G

926    ##    0

927    ##    SH:Sách, chuyên khảo, tuyển tập