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Marketing Strategy, Text and Cases 6th Edition

O. C. Ferrell, Michael Hartline

  • Published
  • Previous Editions 2011, 2008, 2005
  • 624 Pages


MARKETING STRATEGY 6th edition emphasizes teaching students to think and act like marketers. It presents strategy from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today--helping students develop a customer-oriented market strategy and market plan. Its practical approach to analyzing, planning, and implementing marketing strategies is based on the creative process involved in applying marketing concepts to the development and implementation of marketing strategy. An emphasis on critical thinking enables students to understand the essence of how marketing decisions fit together to create a coherent strategy. Well-grounded in developing and executing a marketing plan, the text offers a complete planning framework, thorough marketing plan worksheets, and a comprehensive marketing plan example for students to follow. Available with InfoTrac® Student Collections

O. C. Ferrell, Auburn University

O.C. Ferrell (Ph.D., Louisiana State University) 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 in the Anderson School of Management at University of New Mexico. His academic research focuses on ethical decision-making, stakeholder relationships and social responsibility. He is a leading author in marketing ethics and stakeholder orientation to achieve marketing performance in organizations. Dr. Ferrell is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee twice. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is Vice President of Publications for the Academy of Marketing Science. He has received the Cutco Vector Distinguished Marketing Educator Award from the Academy of Marketing Science. Dr. Ferrell is the co-author of 20 books and more than 100 articles. His articles have been published in the Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science, and The Academy of Management Executive, as well as other journals. Business Ethics: Ethical Decision Making and Cases, co-authored with John Fraedrich and Linda Ferrell, is one of today’s leading business ethics texts. Dr. Ferrell has served as an expert witness on marketing issues for numerous legal cases, has been quoted in leading business publications, such as USA Today and Wall Street Journal, and has appeared on The Today Show to discuss marketing issues.

Michael Hartline, Florida State University

Michael D. Hartline (Ph.D., The University of Memphis) is Associate Dean for Strategic Initiatives and the Charles A. Bruning Professor of Business Administration in the College of Business at Florida State University, where he is responsible for external relations, executive education, and strategic programs. He also serves as Vice President of Development for the Academy of Marketing Science. Dr. Hartline primarily teaches graduate courses in Marketing Strategy and Corporate Affairs Management, as well as undergraduate courses in Services Marketing. He has won many teaching and research awards, made many presentations to industry and academic audiences, and co-chaired two international conferences. Dr. Hartline's research appears in the Journal of Marketing, the Journal of Service Research, the Journal of Business Research, and other outlets. He also coauthors Marketing Strategy, a widely used textbook. Dr. Hartline has served as a consultant to several for-profit and non-profit organizations in the areas of marketing plan development, market feasibility analysis, customer satisfaction measurement, customer service training, and pricing policy. He has also worked with Pfizer, Inc. in the corporate affairs, government relations, and philanthropy areas.
  • Updated content: This edition has been thoroughly updated and revised with expanded coverage throughout the text of recent events in marketing practice by well-known global companies.
  • Cases: Eight cases are new to this edition, detailing current and relevant topics and companies, including: Netflix, Wyndham, Apple, and Chevrolet. The remaining cases have been fully updated to include the most current information.
  • InfoTrac® Student Collections are specialized databases expertly drawn from the Gale Academic One library. Each InfoTrac® Student Collection enhances the student learning experience in the specific course area related to the product. These specialized databases allow access to hundreds of scholarly and popular publications - all reliable sources - including journals, encyclopedias, and academic reports. Learn more and access at:
  • Length: This edition has been shortened from 12 to 10 chapters, with a better integration of marketing program elements throughout and a separate chapter on branding/positioning.
  • Versions: Two distinct versions are available this edition: One that includes the text and cases and one that is text-only for use with a separate simulation or case materials.
  • Real-World Emphasis: The goal of MARKETING STRATEGY is to encourage students to think and act like a marketer. By discussing the key concepts and tools of marketing strategy, the text's emphasis on critical thinking--both analytical and creative--allows students to understand the essence of how marketing decisions fit together to create an effective, coherent strategy.
  • There is a focus on the strategic planning process and the writing of a marketing plan.
  • Cases are shorter and focus on strategic issues rather than number crunching.
  • This edition is now a concise 10 chapters in length, making it easily teachable within a one semester course.
  • There are two distinct versions available for this edition: A text and cases version and a text-only version, which can be used with a separate simulation or supplemented by instructors' own case materials.
  • A continued user-friendly writing style covers essential points without heavy use of jargon.
1. Marketing in Today's Economy.
2. Strategic Marketing Planning.
3. Collecting and Analyzing Marketing Information.
4. Developing Competitive Advantage and Strategic Focus.
5. Customers, Segmentation, and Target Marketing.
6. The Marketing Program.
7. Branding and Positioning.
8. Ethics and Social Responsibility in Marketing Strategy.
9. Marketing Implementation and Control.
10. Developing and Maintaining Long-Term Customer Relationships.
Part 5: 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
Appendix A: Marketing Plan Worksheets.

Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 1285640004
  • ISBN-13: 9781285640006
  • STARTING AT $23.49

  • STARTING AT $43.99

  • ISBN-10: 1285073045
  • ISBN-13: 9781285073040
  • Bookstore Wholesale Price $221.75
  • RETAIL $294.95

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.


Instructor's Resource CD-ROM

ISBN: 9781285170046
For your convenience, the IRCD includes the Instructor's Manual, the ExamView Test Bank, and the PowerPoint® slides in one easily accessible resource. Extra resources include sample syllabi, and an electronic version of the Marketing Plan Worksheets that appear in Appendix A of the text.