Marketing Strategy
eBook - PDF

Marketing Strategy

  1. English
  2. PDF
  3. Available on iOS & Android
eBook - PDF

Marketing Strategy

About this book

Learn how to think and act like an effective marketer and forward-focused disruptor in today's dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein's MARKETING STRATEGY, 8E. You learn to develop long-term, customer-oriented marketing strategy and successful marketing plans with this edition's systematic, reader-friendly approach. The latest examples from organizations as familiar as Spotify, Nintendo and Microsoft work with updated vignettes and the latest research and data. New cases from Tesla, Netflix and even the recent COVID-19 pandemic clearly illustrate the need for marketers to think proactively and anticipate change. You examine today's trends, from strategic digital marketing tools and integrated marketing communication to new marketing models. This edition also discusses product labeling, social media segmentation, crisis preparedness and innovation in global marketing as you learn to analyze, plan and implement effective marketing strategies.

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Yes, you can access Marketing Strategy by O. C. Ferrell, Michael Hartline,O. C. Ferrell, Michael Hartline, Bryan Hochstein in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Cengage Learning EMEA
Year
2021
Print ISBN
9780357516300
eBook ISBN
9780357516362
Topic
Business
Subtopic
Business General
Index
Business

Table of contents

  1. Cover
  2. Dedication
  3. Brief Contents
  4. Contents
  5. Preface
  6. About the Authors
  7. Chapter 1: Marketing in Todayā€™s Economy
  8. Chapter 2: Strategic Marketing Planning
  9. Chapter 3: Collecting and Analyzing Marketing Information
  10. Chapter 4: Developing Competitive Advantage and Strategic Focus
  11. Chapter 5: Customers, Segmentation, and Target Marketing
  12. Chapter 6: The Marketing Program
  13. Chapter 7: Branding and Positioning
  14. Chapter 8: Ethics and Social Responsibility in Marketing Strategy
  15. Chapter 9: Marketing Implementation and Control
  16. Chapter 10: Developing and Maintaining Long-Term Customer Relationships
  17. Case 1: Tesla Races Ahead With Nontraditional Marketing Strategy*
  18. Case 2: Businesses Sink or Swim in the Face of Covid-19 Crisis*
  19. Case 3: Gainsight Provides a Data-Driven Customer Relationship Platform to Retain Subscription Customers*
  20. Case 4: Apple Bites Back*
  21. Case 5: Uber: The Opportunities and Challenges of Market Disruption*
  22. Case 6: Social Responsibility is the Key Ingredient at New Belgium Brewing*
  23. Case 7: Bayer Grows With Monsanto Acquisition*
  24. Case 8: Netflix Fights to Stay Ahead of a Rapidly Changing Market*
  25. Case 9: From the Outside in: Corporate Social Responsibility at Patagonia*
  26. Case 10: Google Searches for Solution to Privacy Issues*
  27. Case 11: Indycar: Seeking a Return to Motorsportsā€™ Fast Lane*
  28. Case 12: Mattel Gives its Marketing Strategy a Makeover*
  29. Case 13: Starbucks Perfects its Blend*
  30. Case 14: Zappos Finds the Perfect Fit*
  31. Case 15: Gilletteā€™s Razor-Sharp Innovation May Not Be Enough*
  32. Case 16: Toms Kicks the One for One Model to the Curb*
  33. Case 17: Herbalife Manages Risks for Long-Term Success*
  34. Case 18: Walmart Dominates with World-Class Supply Chain*
  35. Case 19: E-commerce Soars with Shopify*
  36. Case 20: Cutting Edge Quality at Cutco*
  37. Case 21: The Cocoa Exchange Finds a Sweet Spot in the Supply Chain*
  38. Glossary
  39. Index