Marketing Strategy

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  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 7/26/2001
  • Publisher: South-Western College Pub
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Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps students develop a customer-oriented market strategy and market plan. Marketing Strategy is an appropriate text for the capstone course in Marketing or the MBA level course in Marketing.

Author Biography

Michael D. Hartline is Associate Professor, Chair of the Marketing Department, and the Charles A. Bruning Professor of Business Administration in the College of Business at Florida State University (FSU). O. C. Ferrell is Professor of Marketing and Creative Enterprise Scholar at the Anderson Schools of Management at the University of New Mexico.

Table of Contents

Strategic Marketing Planning
Situation and Environmental Analysis
SWOT Analysis: A Framework for Developing Marketing Strategy
Market Segmentation, Target Marketing, and Positioning
Developing Customer Relationships Through Quality, Value, and Satisfaction
Product Strategy
Developing a Pricing Strategy
Distribution and Supply Chain Management
Integrated Marketing Communications
Marketing Implementation and Control
Cases 211(202)
Appendix A: Marketing Plan Worksheets 413(12)
Appendix B: Two Marketing Plan Examples 425(26)
Endnotes 451(6)
Name Index 457(1)
Subject Index 458(7)
Company Index 465

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