Marketing strategy : text and cases / O.C. Ferrell and Michael D. Hartline
Publication details: Australia : South-Western Cengage Learning, c2014. Edition: 6th edDescription: xxvi, 587 p. : ill. ; 26 cmISBN: 9781285170435Subject(s): Marketing -- Management | Marketing -- Management -- Case studiesDDC classification: 658.8 FER| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
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pt. 1 Setting the Stage for Marketing Strategy
ch. 1 Marketing in Today's Economy
ch. 2 Strategic Marketing Planning
pt. 2 Discovering Market Opportunities
ch. 3 Collecting and Analyzing Marketing Information
ch. 4 Developing Competitive Advantage and Strategic Focus
pt. 3 Developing Marketing Strategy
ch. 5 Customers, Segmentation, and Target Marketing
ch. 6 The Marketing Program
ch. 7 Branding and Positioning
pt. 4 Putting Strategy into Action
ch. 8 Ethics and Social Responsibility in Marketing Strategy
ch. 9 Marketing Implementation and Control
ch. 10 Developing and Maintaining Long-Term Customer Relationships
pt. 5 Cases
Includes index
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