Marketing Strategy / Edition 5

Marketing Strategy / Edition 5

by O. C. Ferrell, Michael Hartline
     
 


Thoroughly revised and updated, MARKETING STRATEGY, 5e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and--for the first time--photographs, the fifth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing… See more details below

Overview


Thoroughly revised and updated, MARKETING STRATEGY, 5e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and--for the first time--photographs, the fifth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies--helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text's signature student-friendly style, the fifth edition covers essential points without getting bogged down in industry jargon--all in a succinct 12 chapters.

Product Details

ISBN-13:
9780538467384
Publisher:
Cengage Learning
Publication date:
04/01/2010
Edition description:
Older Edition
Pages:
768
Product dimensions:
7.90(w) x 9.90(h) x 1.10(d)

Table of Contents


Part I: SETTING THE STAGE FOR MARKETING STRATEGY. 1. Marketing in Today's Economy. 2. Strategic Marketing Planning. 3. Marketing Ethics and Social Responsibility in Strategic Planning. Part II: DISCOVERING MARKET OPPORTUNITIES. 4. Collecting and Analyzing Marketing Information. 5. Developing Competitive Advantage and Strategic Focus. Part III: DEVELOPING MARKET STRATEGY. 6. Customers, Segmentation, and Target Marketing. 7. Product Strategy. 8. Pricing Strategy. 9. Distribution and Supply Chain Management. 10. Integrated Marketing Communications. Part IV: PUTTING STRATEGY INTO ACTION. 11. Marketing Implementation and Control 12. Developing and Maintaining Long-Term Customer Relationships Part V: CASES. 1. Gillette: Product and Marketing Innovation. 2. Monsanto Balances the Needs and Concerns of Multiple Stakeholders. 3. NASCAR: A Branding Success. 4.The Indy Racing League (IRL): Driving for First Place. 5. Blockbuster Fights for Survival Against Intense Competition. 6. Sigma Marketing: Innovation in a Changing Environment. 7. Mattel: Overcoming Marketing and Manufacturing Challenges. 8. New Belgium Brewing (A): Social Responsibility as a Competitive Advantage. 9. New Belgium Brewing (B): Developing a Brand Personality. 10. IKEA Looks to Further Penetrate the U.S. Market. 11. USA Today: Innovation and Evolution in a Troubled Industry. 12. Hottie Hawg's Smokin' BBQ Embraces Its Future. 13. FedEx: Building a Global Distribution Powerhouse. 14. Mistine: Direct Selling in the Thai Cosmetics Market. 15. BP Focuses on Sustainability to Repair Its Reputation. 16. eHarmony (Harvard Case). 17. The Home Depot, Inc. (Harvard Case). 18. Molson Canada: Social Media Marketing (Ivey Case). 19. IMAX: Larger than Life (Ivey Case). 20. Best Buy (Ivey). Part VI: TOOLS FOR DEVELOPING A MARKETING PLAN. Appendix A: Marketing Plan Worksheets. Appendix B: Example Marketing Plan (VirPharm, Inc.).

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