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Marketing Strategy,9780538467384
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Marketing Strategy

by ;
Edition:
5th
ISBN13:

9780538467384

ISBN10:
053846738X
Format:
Paperback
Pub. Date:
4/1/2010
Publisher(s):
Cengage Learning

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What version or edition is this?
This is the 5th edition with a publication date of 4/1/2010.
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Customer Reviews

perfect marketing reference  March 14, 2011
by


Clear explanations; example charts, tables, and diagrams; and a writing style that's easy to read are what make this an outstanding marketing strategy textbook. The authors have thoughtfully devoted a chapter to business ethics. And there are some case studies conveniently located in the second half of the book. It's definitely not a textbook that you read and forget.






Marketing Strategy: 5 out of 5 stars based on 1 user reviews.

Summary

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.

Table of Contents

Setting the Stage for Marketing Strategy
Marketing in Today's Economy
Strategic Marketing Planning
Marketing Ethics and Social Responsibility in Strategic Planning
Discovering Market Opportunities
Collecting and Analyzing Marketing Information
Developing Competitive Advantage and Strategic Focus
Developing Market Strategy
Customers, Segmentation, and Target Marketing
Product Strategy
Pricing Strategy
Distribution and Supply Chain Management
Integrated Marketing Communications
Putting Strategy into Action
Marketing Implementation and Control
Developing and Maintaining Long-Term Customer Relationship?
Cases
Gillette: Product and Marketing Innovation
Monsanto Balances the Needs and Concerns of Multiple Stakeholders
NASCAR: a Branding Success
The Indy Racing League (IRL): Driving for First Place
Blockbuster Fights for Survival Against Intense Competition
Sigma Marketing: Innovation in a Changing Environment
Mattel: Overcoming Marketing and Manufacturing Challenges
New Belgium Brewing (A): Social Responsibility as a Competitive Advantage
New Belgium Brewing (B): Developing a Brand Personality
IKEA Looks to Further Penetrate the U.S. Market
USA Today: Innovation and Evolution in a Troubled Industry
Hottie Hawg's Smokin' BBQ Embraces Its Future
FedEx: Building a Global Distribution Powerhouse
Mistine: Direct Selling in the Thai Cosmetics Market
BP Focuses on Sustainability to Repair Its Reputation
eHarmony (Harvard Case)
The Home Depot, Inc. (Harvard Case)
Molson Canada: Social Media Marketing (Ivey Case)
IMAX: Larger than Life (Ivey Case)
Best Buy (Ivey)
Tools for Developing a Marketing Plan
Marketing Plan Worksheets
Example Marketing Plan (VirPharm, Inc.)
Table of Contents provided by Publisher. All Rights Reserved.


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