Marketing Strategy / Edition 4

Marketing Strategy / Edition 4

by O. C. Ferrell, Michael Hartline
     
 

The market planning framework outlined in this textbook develops competitive marketing strategies by analyzing an organization's internal strengths and weaknesses and external opportunities and threats. Twenty case studies are provided in the second part of the book. The third edition adds an opening chapter on recent marketing trends and a closing chapter on ethics… See more details below

Overview

The market planning framework outlined in this textbook develops competitive marketing strategies by analyzing an organization's internal strengths and weaknesses and external opportunities and threats. Twenty case studies are provided in the second part of the book. The third edition adds an opening chapter on recent marketing trends and a closing chapter on ethics and social responsibility. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780324362725
Publisher:
Cengage Learning
Publication date:
02/02/2007
Edition description:
Older Edition
Pages:
744
Product dimensions:
8.00(w) x 9.94(h) x 0.99(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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