Marketing Strategy

by Ferrell, O. C.; Hartline, Michael; Lucas, George

• ISBN13: 9780030321030
• ISBN10: 0030321034
• Edition: 2nd
• Format: Hardcover
• Copyright: 2001-07-26
• Publisher: South-Western College Pub

Summary

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	1	(25)
Situation and Environmental Analysis	26	(24)
SWOT Analysis: A Framework for Developing Marketing Strategy	50	(24)
Market Segmentation, Target Marketing, and Positioning	74	(21)
Developing Customer Relationships Through Quality, Value, and Satisfaction	95	(14)
Product Strategy	109	(18)
Developing a Pricing Strategy	127	(15)
Distribution and Supply Chain Management	142	(17)
Integrated Marketing Communications	159	(19)
Marketing Implementation and Control	178	(33)
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