DELGADO BALLESTER, Mª ELENA / MUNUERA ALEM
Strategic marketing decision making is becoming acritical activity in every firm because of unprecedented strategicmarketing challenges and opportunities. These challengesandopportunities require more than ever marketing strategies for gainingand sustaining a competitive position. The course of MarketingStrategy: How to design market-oriented strategies to win deals withthe underlying logic and processes for designing and implementingmarket-driven strategies. The purposeof this textbook is guiding students in their learning process andintegrating what they have learned in earlier marketing courses in astrategic marketing plan.
