Marketing Strategy

by Ferrell, O. C.; Hartline, Michael

• ISBN13: 9780538467384
• ISBN10: 053846738X
• Edition: 5th
• Format: Paperback
• Copyright: 2010-04-01
• Publisher: South-Western College Pub

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.