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Marketing Strategy,9780030321030
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Marketing Strategy

by
Edition:
2nd
ISBN13:

9780030321030

ISBN10:
0030321034
Format:
Paperback
Pub. Date:
7/26/2001
Publisher(s):
South-Western College Pub
List Price: $145.00
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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


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