Professor of Marketing
Books | McGraw-Hill Education | February 2005
Marketing Strategy: A Decision-Focused Approach
Authors: Larreche Jean-Claude
This revision incorporates some new features and changes in emphasis from the second edition. These include an increased coverage of global marketing and marketing relationships and alliances, a new chapter on information technology, and more material on services and new organization structures. There is also a new computerized international case, CALGOLIA.This book 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/interfunctional 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.