Marketing Strategy / Edition 5

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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, 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: 9780538467384
  • Publisher: Cengage Learning
  • Publication date: 4/1/2010
  • Edition description: Older Edition
  • Edition number: 5
  • Pages: 768
  • Sales rank: 935,088
  • 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

Ch. 1 Marketing in the new economy 1
Ch. 2 Strategic marketing planning 22
Ch. 3 Situation analysis : collecting and analyzing marketing information 46
Ch. 4 SWOT analysis : a framework for developing marketing strategy 73
Ch. 5 Managing customer relationships 100
Ch. 6 Market segmentation, target marketing, and positioning 134
Ch. 7 Product strategy 160
Ch. 8 Pricing strategy 187
Ch. 9 Distribution and supply chain management 214
Ch. 10 Integrated marketing communications 234
Ch. 11 Marketing implementation and control 257
Ch. 12 Marketing ethics and social responsibility 292
App. A Marketing plan worksheets 547
App. B Example marketing plans 561
Endnotes 597
Company and brand index 609
Name index 617
Subject index 619
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