Product Description

Thoroughly revised and updated, MARKETING STRATEGY, 4e 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 fourth 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. The book's focus is based on the creative process involved in applying marketing knowledge to developing and implementing marketing strategy. It includes a comprehensive planning framework and myriad examples for effectively developing and executing marketing plans. The authors stress the integration and coordination of marketing decisions with other functional business decisions as the key to achieving an organization's overall mission and vision. They also emphasize the need for integrity in the strategic planning process. Reflecting the textbook's most aggressive case revision program to date, the fourth edition includes several all-new cases written specifically for the text, outside cases from Harvard Business School, and favorite cases that are updated and rewritten with a new focus, giving students the opportunity to work on a range of challenges from a variety of organizations, including USA Today, Gillette, Mattel, Blockbuster, Mobile ESPN, Best Buy, IKEA, G.I. Joe, TiVo, Adidas, and more. Countless examples of successful planning and implementation illustrate how firms face the challenges of marketing strategy in today's economy. Continuing in the text's signature student-friendly style, the fourth edition covers essential points without getting bogged down in industry jargon--all in a succinct 12 chapters.

Product Details

• Amazon Sales Rank: #83755 in Books
• Published on: 2007-02-02
• Original language: English
• Number of items: 1
• Binding: Paperback
• 744 pages

Review
"The first book dealing with strategic marketing issues in combination with a strong 'how-to' focus. This comprehensive text is ideal for students who are already familiar with marketing instruments but have to prepare a marketing plan." 3/4Dr Karel Jan Alsem, Associate Professor of Marketing, University of Groningen, The Netherlands

About the Author
Dr. O. C. Ferrell is Professor of Marketing and Creative Enterprise Scholar at the Anderson Schools of Management, University of New Mexico. He recently served as the Bill Daniels Distinguished Professor of Business Ethics at the University of Wyoming and served as chair of the Colorado State University marketing department. Dr. Ferrell has previously taught at the University of Memphis, Texas A&M University, and Illinois State University. He received his Ph.D. in marketing from Louisiana State University. His academic research focuses on ethical decision making, stakeholder relationships, and social responsibility.

Michael D. Hartline (Ph.D., The University of Memphis) is Associate Professor and Chair of the Marketing Department in the College of Business at Florida State University. Prior to joining the FSU faculty in 2001, Dr. Hartline taught at the University of Arkansas at Little Rock, Louisiana State University, and Samford University. His MBA and B.S. degrees are from Jacksonville State University in Alabama. Dr. Hartline has taught many different courses, but primarily teaches the MBA course in Marketing Strategy and undergraduate courses in Services Marketing and Service Operations Management. He has won many teaching and research awards and has made many presentations to industry and academic audiences. Dr. Hartline's research focus addresses marketing implementation issues in service firms, especially issues related to managing customer-contact employees. His research appears in the Journal of Marketing, the Journal of Service Research, the Journal of Business Research, the Journal of Services Marketing, the Cornell Quarterly, the Journal of Relationship Marketing, the Journal of Strategic Marketing, the Journal of Business Ethics, and the Marketing Science Institute Working Paper Series. Dr. Hartline and his wife Marsha live in Tallahassee with their daughters, Meghan, Madison, and Mallory.

Customer Reviews

Marketing Textbook
This book came in perfect condition and suited my course well. On a more personal note, I found the text itself to be drier than Death Valley.

Clear and Succinct
Clear explanations; ample charts, tables, and diagrams; and a writing style that's easy to read are what make this an outstanding marketing strategy textbook. The authors have thoughtfully devoted a chapter to business ethics. And there are some case studies conveniently located in the second half of the book.

Paul Francis Musgrave, author of Indispensable Marketing Strategies - How to Outwit Your Competition, Attract and Retain Customers, and Multiply Your Profits - Marketing Strategy Secrets for Profitable Small Business Management

What a great text!
This text makes for very interesting, up to date reading. A great textbook for my Marketing Management Course. It is also excellent as the examples used are from some of the most recent times and so one is able to identify with the information. Two thumbs up!