Marketing Strategy / Edition 5

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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.
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Product Details

  • ISBN-13: 9780538467384
  • Publisher: Cengage Learning
  • Publication date: 4/1/2010
  • Edition description: Older Edition
  • Edition number: 5
  • Pages: 768
  • Sales rank: 932,667
  • Product dimensions: 7.90 (w) x 9.90 (h) x 1.10 (d)

Meet the Author


O. C. Ferrell (Ph.D., Louisiana State University) is University Distinguished Professor of Business Ethics at Belmont University. He most recently served nine years as University Distinguished Professor Marketing and Creative Enterprise Scholar at the University of New Mexico. His academic research focuses on ethical decision-making, stakeholder relationships and social responsibility. He is a leading publisher in the area of marketing ethics and stakeholder orientation to achieve marketing performance in organizations. Dr. Ferrell is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee twice. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is Vice President of Publications for the Academy of Marketing Science. He has received the Cutco Vector Distinguished Marketing Educator Award from the Academy of Marketing Science. Dr. Ferrell is the co-author of 20 books and more than 100 articles. His articles have been published in the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF BUSINESS ETHICS, JOURNAL OF BUSINESS RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF PUBLIC POLICY & MARKETING, and THE ACADEMY OF MANAGEMENT EXECUTIVE, as well as other journals. His MARKETING: CONCEPTS AND STRATEGY TEXT, co-authored with Bill Pride, is one of the most widely adopted principles of marketing text in the world. BUSINESS ETHICS: ETHICAL DECISION MAKING AND CASES is co-authored with John Fraedrich and Linda Ferrell and is a leading business ethics. Dr. Ferrell has served as an expert witness on marketing issues for a number of legal cases over the past 20 years. He has been quoted in leading business publications such as USA TODAY and WALL STREET JOURNAL, and he has appeared on NBC's The Today Show discussing marketing-related issues.

Michael D. Hartline (Ph.D., The University of Memphis) is Associate Dean for Strategic Initiatives and the Charles A. Bruning Professor of Business Administration in the College of Business at Florida State University, where he is responsible for external relations, executive education, and strategic programs. He also serves as Vice President of Development for the Academy of Marketing Science. Dr. Hartline primarily teaches graduate courses in Marketing Strategy and Corporate Affairs Management, as well as undergraduate courses in Services Marketing. He has won many teaching and research awards, made many presentations to industry and academic audiences, and co-chaired two international conferences. Dr. Hartline's research appears in the Journal of Marketing, the Journal of Service Research, the Journal of Business Research, and other outlets. He also coauthors Marketing Strategy, a widely used textbook. Dr. Hartline has served as a consultant to several for-profit and non-profit organizations in the areas of marketing plan development, market feasibility analysis, customer satisfaction measurement, customer service training, and pricing policy. He has also worked with Pfizer, Inc. in the corporate affairs, government relations, and philanthropy areas.

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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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