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Marketing Strategy / Edition 6
     

Marketing Strategy / Edition 6

by O. C. Ferrell, Michael Hartline
 

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ISBN-10: 1285084799

ISBN-13: 9781285084794

Pub. Date: 12/20/2012

Publisher: Cengage Learning

Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies—helping

Overview

Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth 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 sixth edition covers essential points without getting bogged down in industry jargon—all in a succinct 10 chapters.

Product Details

ISBN-13:
9781285084794
Publisher:
Cengage Learning
Publication date:
12/20/2012
Edition description:
Older Edition
Pages:
384
Sales rank:
309,472
Product dimensions:
8.00(w) x 9.90(h) x 0.50(d)

Table of Contents

Part 1: SETTING THE STAGE FOR MARKETING STRATEGY. 1. Marketing in Today's Economy. 2. Strategic Marketing Planning. Part 2: DISCOVERING MARKET OPPORTUNITIES. 3. Collecting and Analyzing Marketing Information. 4. Developing Competitive Advantage and Strategic Focus. Part 3: DEVELOPING MARKETING STRATEGY. 5. Customers, Segmentation, and Target Marketing. 6. The Marketing Program. 7. Branding and Positioning. Part 4: PUTTING STRATEGY INTO ACTION. 8. Ethics and Social Responsibility in Marketing Strategy. 9. Marketing Implementation and Control. 10. Developing and Maintaining Long-Term Customer Relationships. Part 5: TOOLS FOR DEVELOPING A MARKETING PLAN. Appendix A: Marketing Plan Worksheets. Appendix B: Example Marketing Plan (VirPharm, Inc.).

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