Marketing Strategy - Couverture souple

Walker, Orville C.; Boyd, Harper W.; Larreche, Jean-Claude

 
9780256136920: Marketing Strategy

Synopsis

This text focuses on product-market entry-level strategy, examining the content of specific strategies appropriate for difference market and competitive situations, as well as the organizational and managerial issues involved in implementing those strategies. Real-wprld examples are used to illustrate concepts and procedures and demonstrate their practical significance. The text comes bound with GAMR, a Global Allocation Marketing Resources simulation. This edition includes a chapter on international issues.

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