Marketing Strategy: A Decision-Focused Approach

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.

• Managerial Economics
• The HR Scorecard: Linking People, Strategy, and Performance
• Financial Accounting, 8th Edition
• Marketing Research
• Strategic Planning: A Practical Guide for Competitive Success
• Essentials of Organizational Behavior: An Evidence-Based Approach
• The Myths of Innovation
• Strategy from the Outside In: Profiting from Customer Value
• Basic Marketing Research (with Qualtrics Printed Access Card) (TEST series page)
• Contemporary Strategy Analysis Text Only