Marketing Strategy, Text and Cases / Edition 6

by O. C. Ferrell, Michael Hartline

Overview

Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth 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 sixth edition covers essential points without getting bogged down in industry jargon—all in a succinct 10 chapters. Available with InfoTrac Student Collections http://gocengage.com/infotrac.

Product Details

ISBN-13:	9781285073040
Publisher:	Cengage Learning
Publication date:	12/20/2012
Edition description:	New Edition
Pages:	624
Product dimensions:	8.00(w) x 9.90(h) x 0.80(d)

About the Author

O.C. Ferrell is The James T. Pursell Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures, Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing at the Anderson School of Management at University of New Mexico. He has also been on the faculties of the University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. He received his PhD in marketing from Louisiana State University. He is past president of the Academic Council of the American Marketing Association, and he chaired the American Marketing Association Ethics Committee. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. In addition, he is a former member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow and an Academy of Marketing Science Distinguished Fellow. He was the vice president of publications and is president of the Academy of Marketing Science. He was the first recipient of the Marketing Education Innovation Award from the Marketing Management Association. He received a Lifetime Achievement Award from the Macromarketing Society and a special award for service to doctoral students from the Southeast Doctoral Consortium. He received the Harold Berkman Lifetime Service Award from the Academy of Marketing Science and, more recently, the Cutco/Vector Distinguished Marketing Educator Award. Dr. Ferrell is the co-author of 20 books and more than 100 published articles and papers. His articles have been published in the Journal of Marketing Research, the Journal of Marketing, the Journal of Business Ethics and the Journal of Business Research as well as other journals.

Michael D. Hartline is dean and Charles A. Bruning Professor of Business Administration in the College of Business at Florida State University. Prior to becoming dean in 2015, Dr. Hartline served the FSU College of Business as associate dean from 2011 to 2015 and functioned as chair of the Department of Marketing from 2006 to 2011. Dr. Hartline earn his Ph.D. from the University of Memphis. He has authored or co-authored numerous books and articles, including several publications in top-tier journals. He has served on the editorial review boards of several academic journals, made numerous presentations to industry and academic audiences and has co-chaired two international conferences for the American Marketing Association. He is also the former vice president of development for the Academy of Marketing Science. Dr. Hartline has won numerous teaching and research awards, has taught M.B.A. courses in marketing strategy and corporate reputation management and has taught undergraduate courses in services marketing and retailing. In addition, he has served as a consultant to several for-profit and nonprofit organizations in the areas of marketing plan development, market feasibility analysis, customer satisfaction measurement, customer service training and pricing policy. His research interests include customer-contact issues in service delivery, service quality and productivity, new service development and non-ownership consumption.

Table of Contents

Part I: SETTING THE STAGE FOR MARKETING STRATEGY. 1. Marketing in Today's Economy. 2. Strategic Marketing Planning. Part II: DISCOVERING MARKET OPPORTUNITIES. 3. Collecting and Analyzing Marketing Information. 4. Developing Competitive Advantage and Strategic Focus. Part III: DEVELOPING MARKETING STRATEGY. 5. Customers, Segmentation, and Target Marketing. 6. The Marketing Program. 7. Branding and Positioning. Part IV: PUTTING STRATEGY INTO ACTION. 8. Ethics and Social Responsibility in Marketing Strategy. 9. Marketing Implementation and Control. 10. Developing and Maintaining Long-Term Customer Relationships. Part V: CASES. 1. USA Today: Innovation in an Evolving Industry. 2. Apple’s Winning Marketing Strategy. 3. Monsanto Balances the Interests of Multiple Stakeholders. 4. New Belgium Brewing (A): Gaining Competitive Advantage Through Socially Responsible Marketing. 5. New Belgium Brewing (B): Developing a Brand Personality. 6. Mattel Confronts Its Marketing Challenges. 7. Mistine: Direct Selling in the Thai Cosmetics Market. 8. BP Struggles to Repair Its Tarnished Reputation. 9. Chevrolet: 100 Years of Product Innovation. 10. Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy. 11. NASCAR: Can’t Keep a Good Brand Down. 12. IndyCar: Seeking a Return to Motorsports’ Fast Lane. 13. Zappos: Delivering Happiness. 14. Sigma Marketing: Strategic Marketing Adaptation. 15. Netflix Fights to Stay Ahead of a Rapidly Changing Market. 16. Gillette: Why Innovation May Not Be Enough. 17. IKEA Slowly Expands Its U.S. Market Presence. 18. IVEY: Sushilicious: Standing Out in a Crowded Field. 19. IVEY: Trouble Brews at Starbucks. 20. IVEY: Groupon. Part VI: TOOLS FOR DEVELOPING A MARKETING PLAN. Appendix A: Marketing Plan Worksheets.