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ISBN 10: 1285073045
ISBN 13: 978-1285073040
Author: Ferrell, Michael Hartline
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.
Marketing Strategy 6th Table of contents:
Ch 1: Marketing in Today’s Economy
Introduction
The Challenges and Opportunities of Marketing in Today’s Economy
Basic Marketing Concepts
Major Marketing Activities and Decisions
Taking On the Challenges of Marketing Strategy
Lessons from Chapter 1
Questions for Discussion
Exercises
End Notes
Ch 2: Strategic Marketing Planning
Introduction
The Strategic Planning Process
The Marketing Plan
Maintaining Customer Focus and Balance in Strategic Planning
Lessons from Chapter 2
Questions for Discussion
Exercises
End Notes
Ch 3: Collecting and Analyzing Marketing Information
Introduction
Conducting a Situation Analysis
The Internal Environment
The Customer Environment
The External Environment
Collecting Marketing Data and Information
Lessons from Chapter 3
Questions for Discussion
Exercises
End Notes
Ch 4: Developing Competitive Advantage and Strategic Focus
Introduction
Making SWOT Analysis Productive
SWOT-Driven Strategic Planning
Developing and Leveraging Competitive Advantages
Establishing a Strategic Focus
Developing Marketing Goals and Objectives
Lessons from Chapter 4
Questions for Discussion
Exercises
End Notes
Ch 5: Customers, Segmentation, and Target Marketing
Introduction
Buyer Behavior in Consumer Markets
Buyer Behavior in Business Markets
Market Segmentation
Identifying Market Segments
Target Marketing Strategies
Lessons from Chapter 5
Questions for Discussion
Exercises
End Notes
Ch 6: The Marketing Program
Introduction
Product Strategy
Pricing Strategy
Supply Chain Strategy
Integrated Marketing Communications
Lessons from Chapter 6
Questions for Discussion
Exercises
End Notes
Ch 7: Branding and Positioning
Introduction
Strategic Issues in Branding
Differentiation and Positioning
Mananging Brands over Time
Lessons from Chapter 7
Questions for Discussion
Exercises
End Notes
Ch 8: Ethics and Social Responsibility in Marketing Strategy
Introduction
Ethics and Social Responsibility in Marketing Strategy
Ethical Issues in the Marketing Program
Managing and Controlling Ethical Issues
Relationship to Marketing and Financial Performance
Incorporating Ethics and Social Responsibility into Strategic Planning
Lessons from Chapter 8
Questions for Discussion
Exercises
End Notes
Ch 9: Marketing Implementation and Control
Introduction
Strategic Issues in Marketing Implementation
Approaches to Marketing Implementation
Internal Marketing and Marketing Implementation
Evaluating and Controlling Marketing Activities
Lessons from Chapter 9
Questions for Discussion
Exercises
End Notes
Ch 10: Developing and Maintaining Long-Term Customer Relationships
Introduction
Managing Customer Relationships
Quality and Value: The Keys to Developing Customer Relationships
Customer Satisfaction: The Key to Customer Retention
Lessons from Chapter 10
Questions for Discussion
Exercises
End Notes
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