Marketing Strategy: A Decision Focused Approach (McGraw-Hill/Irwin Series in Marketing) [Paperback]

Orville Walker (Author), John Mullins (Author), Jr., Harper Boyd (Author)

Book Description

ISBN-10: 0072961902 | ISBN-13: 978-0072961904 | Publication Date: February 24, 2005 | Edition: 5

Marketing Strategy 5/e is a flexible, short, paper-back 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 book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.

Editorial Reviews

About the Author

Orville Walker is the James D. Watkins Professor or Marketing, and Director of the Ph.D. Program, in the University of Minnesota's Carlson School of Management. He holds a Master's degree in social psychology from Ohio State University and a Ph.D. in marketing from the University of Wisconsin-Madison. Prof. Walker is the co-author of three books and has published more than fifty research articles in scholarly and business journals. He has won several awards for his research, including the O'Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award (together with Professors Gilbert Churchill and Neil Ford) from the Sales Management Interest Group of the American Marketing Association. Prof. Walker has been a consultant to a number of business firms and not-for-profit organizations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland, and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 368 pages
• Publisher: McGraw-Hill/Irwin; 5 edition (February 24, 2005)
• Language: English
• ISBN-10: 0072961902
• ISBN-13: 978-0072961904
• Product Dimensions: 9.8 x 7.5 x 0.6 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #798,653 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

4.0 out of 5 stars A Good Reference Guide, July 12, 2007

By 

J. Gulich (Japan) - See all my reviews
(REAL NAME)   

This review is from: Marketing Strategy: A Decision Focused Approach (McGraw-Hill/Irwin Series in Marketing) (Paperback)

I used the 5e/International Edition of the book "Marketing Strategy: A Decision-Focused Approach" which has the advantage of being compact in text but meaningful in the approach to present the knowledge that you need know for the daily marketing practise. It helps to endeavor the core concepts of marketing strategy with a clear language and "short" (compact) passages. If you have to study in length this book works only as references but if you are looking for an overview this book will serve you well with sections divided in "Introduction of Strategy", "Opportunity Analysis", "Formulating Marketing Strategies and Implementation and Control". Furthermore this book uses company cases (3M, Iomega's Zip, IBM etc.) to introduce new topics and allow for every chapter to have a rich reference guide to second literature. If you combine this book with other literature like (Kotler/Keller,Marketing Management (12th Edition) (Marketing Management) ; Kerin/Peterson,Strategic Marketing Problems: Cases and Comments (11th Edition)), it will complement the study of marketing strategy well.

1 of 1 people found the following review helpful:

4.0 out of 5 stars Very Happy, March 4, 2010

By 

collegegirl419 (New York, NY) - See all my reviews

Amazon Verified Purchase

This review is from: Marketing Strategy: A Decision Focused Approach (McGraw-Hill/Irwin Series in Marketing) (Paperback)

I am very happy with the book. The pages are black and white, which I don't think I was made aware of at purchase, but it is not a big deal. I paid a very fair price for the book, and although the 6th edition is out, the pages are accurate and suited my needs just fine. The book arrived on time and in good condition.