Emeritus Professor of Marketing
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.