Marketing Strategy / Edition 6

Marketing Strategy / Edition 6

by O. C. Ferrell
     
 

ISBN-10: 1285084799

ISBN-13: 9781285084794

Pub. Date: 12/20/2012

Publisher: Cengage Learning

Thoroughly revised and updated, Marketing Strategy, 4e 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 Fourth Edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies,…  See more details below

Overview

Thoroughly revised and updated, Marketing Strategy, 4e 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 Fourth 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.

The Fourth Edition includes many new features! New!: Cases: This edition includes seven all-new cases written specifically for the text. "Blockbuster: Movie Rentals in the Digital Era" describes challenges from intense online and in-store competitors. "Mobile ESPN: The Sports Fan's MVP?" focuses on ESPN's brand extension into the MNVO wireless telephone market. Others explore Best Buy's conversion to a customer-centric model throughout its chain, PETCO's social responsibility and ethical compliance program, IKEA's U.S. expansion, and the direct-selling cosmetics market in Thailand. New! Harvard and Ivey Cases: Three Harvard Business School cases cover the "Museum of Fine Arts Boston," "G.I. Joe: Marketing an Icon," and "Strategic Inflection: TiVo in 2005." Cases from the Ivey School of Business at the University of Western Ontario include "The Brand in the Hand: Mobile Marketing at Adidas" and "Santa Fe Relocation Services: Regional Brand Management." These excellent cases provide additional opportunities for students to apply chapter concepts and strategies to real-world issues. New! Beyond the Pages: Each chapter includes two of these new boxed features, which offer a vignette of key issues and current marketing practices atcompanies students will recognize. Sparking lively classroom discussion and debate, topics include social networking, innovation, the growing Chinese market, rebranding, media fragmentation, podcasting, the changing rules of corporate leadership, and more. Additional Web Resources: At www.thomsonedu.com/marketing/ferrell, students can find downloadable Marketing Plan Worksheets, lessons from each chapter, online exercises for practice, quizzes for each chapter, a tutorial for performing a case analysis, and helpful information on choosing a marketing career.

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Product Details

ISBN-13:
9781285084794
Publisher:
Cengage Learning
Publication date:
12/20/2012
Edition description:
New Edition
Pages:
384
Sales rank:
496,787
Product dimensions:
8.00(w) x 9.90(h) x 0.50(d)

Table of Contents

Ch. 1Marketing in the new economy1
Ch. 2Strategic marketing planning22
Ch. 3Situation analysis : collecting and analyzing marketing information46
Ch. 4SWOT analysis : a framework for developing marketing strategy73
Ch. 5Managing customer relationships100
Ch. 6Market segmentation, target marketing, and positioning134
Ch. 7Product strategy160
Ch. 8Pricing strategy187
Ch. 9Distribution and supply chain management214
Ch. 10Integrated marketing communications234
Ch. 11Marketing implementation and control257
Ch. 12Marketing ethics and social responsibility292
App. AMarketing plan worksheets547
App. BExample marketing plans561
Endnotes597
Company and brand index609
Name index617
Subject index619

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