TY  - BOOK
AU  - Walker, Orville C.
AU  - Mullins, John
AU  - Boyd, Harper W.
TI  - Marketing strategy: a decision focused approach
SN  - 9789339205263
U1  - 658.87 
PY  - 2017///
CY  - New Delhi
PB  - McGraw Hill Education
KW  - Marketing - Management
N2  - Marketing Strategy, 7e 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 Seventh 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.    (http://www.mheducation.co.in/9789339205263-india-marketing-strategy-a-decision-focused-approach)
ER  -