Higher Education

Marketing Strategy, 5th Edition

  • O. C. Ferrell Belmont University
  • Michael Hartline Florida State University
  • ISBN-10: 053846738X  |  ISBN-13: 9780538467384
  • 768 Pages
  • Previous Editions: 2008, 2005, 2002
  • © 2011 | Published
  • College Bookstore Wholesale Price = $244.00
  • Newer Edition Available
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About

Overview

The powerful new MARKETING STRATEGY features its most aggressive case revision program to date. The fifth edition includes six all-new cases written specifically for the text and five new outside cases from Harvard Business School and the Ivey School of Business, while other cases have been updated and, in most cases, rewritten with a new focus. And for the first time, the book includes vibrant photographs and captions--making it an even more exciting read in 12 succinct chapters. MARKETING STRATEGY 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.

Features and Benefits

  • 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.
  • Each case (except the Harvard and Ivey cases) now includes a brief synopsis at the beginning, along with key case themes. These additions allow instructors and students to quickly get a feel for each case, and help identify how cases and individual chapters may be coordinated.
  • Our complete case package provides up-to-date coverage of topics that are important and relevant to marketing practice in the 21st century. These topics include innovation, social responsibility, sustainability, global sourcing, technology, corporate affairs, and entrepreneurship.
  • An updated set of Marketing Plan Worksheets, provided in Appendix A. The worksheets reflect a concise approach to marketing plan development. However, the worksheets are comprehensive in scope to help ensure that students and/or managers do not omit important issues in developing strategic marketing plans.
  • A revised example marketing plan (VirPharm, Inc.), provided in Appendix B. This marketing plan, based on a virtual case developed by Dr. Hartline, is our most comprehensive example plan to date. Students will find this plan helpful as it illustrates the format and writing style used in creating an actual marketing plan document.
  • A continued user-friendly writing style that covers essential points without heavy use of jargon. Although the text has been completely revised, it remains a friendly 12 chapters in length.

Table of Contents

Part I: SETTING THE STAGE FOR MARKETING STRATEGY.
1. Marketing in Today’s Economy.
2. Strategic Marketing Planning.
3. Marketing Ethics and Social Responsibility in Strategic Planning.
Part II: DISCOVERING MARKET OPPORTUNITIES.
4. Collecting and Analyzing Marketing Information.
5. Developing Competitive Advantage and Strategic Focus.
Part III: DEVELOPING MARKET STRATEGY.
6. Customers, Segmentation, and Target Marketing.
7. Product Strategy.
8. Pricing Strategy.
9. Distribution and Supply Chain Management.
10. Integrated Marketing Communications.
Part IV: PUTTING STRATEGY INTO ACTION.
11. Marketing Implementation and Control
12. Developing and Maintaining Long-Term Customer Relationships
Part V: CASES.
1. Gillette: Product and Marketing Innovation.
2. Monsanto Balances the Needs and Concerns of Multiple Stakeholders.
3. NASCAR: A Branding Success.
4.The Indy Racing League (IRL): Driving for First Place.
5. Blockbuster Fights for Survival Against Intense Competition.
6. Sigma Marketing: Innovation in a Changing Environment.
7. Mattel: Overcoming Marketing and Manufacturing Challenges.
8. New Belgium Brewing (A): Social Responsibility as a Competitive Advantage.
9. New Belgium Brewing (B): Developing a Brand Personality.
10. IKEA Looks to Further Penetrate the U.S. Market.
11. USA Today: Innovation and Evolution in a Troubled Industry.
12. Hottie Hawg’s Smokin’ BBQ Embraces Its Future.
13. FedEx: Building a Global Distribution Powerhouse.
14. Mistine: Direct Selling in the Thai Cosmetics Market.
15. BP Focuses on Sustainability to Repair Its Reputation.
16. eHarmony (Harvard Case).
17. The Home Depot, Inc. (Harvard Case).
18. Molson Canada: Social Media Marketing (Ivey Case).
19. IMAX: Larger than Life (Ivey Case).
20. Best Buy (Ivey).
Part VI: TOOLS FOR DEVELOPING A MARKETING PLAN.
Appendix A: Marketing Plan Worksheets.
Appendix B: Example Marketing Plan (VirPharm, Inc.).

What's New

  • Revised and expanded coverage throughout the text of recent events in marketing practice by well known global companies.
  • Cases: The fifth edition includes six all-new cases written specifically for the text, including Case 2, "Monsanto Balances the Needs and Concerns of Multiple Stakeholders," Case 3, "NASCAR: A Branding Success," Case 4, "The Indy Racing League: Driving for First Place," and Case 15, "BP Focuses on Sustainability to Repair Its Reputation."
  • Outside Cases: The fifth edition also includes five new outside cases—three from the Harvard Business School and two from the Ivey School of Business at the University of Western Ontario:eHarmony (Harvard)Best Buy (Ivey)The Home Depot, Inc. (Harvard)Molson Canada: Social Media Marketing (Ivey)IMAX: Larger than Life (Ivey)
  • Each case (except the Harvard and Ivey cases) now includes a brief synopsis at the beginning, along with key case themes. These additions allow instructors and students to quickly get a feel for each case, and help identify how cases and individual chapters may be coordinated.
  • An updated set of Marketing Plan Worksheets, provided in Appendix A. The worksheets reflect a concise approach to marketing plan development. However, the worksheets are comprehensive in scope to help ensure that students and/or managers do not omit important issues in developing strategic marketing plans.

Supplements

All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Instructor’s Manual for Ferrell/Hartline’s Marketing Strategy  (ISBN-10: 053846741X | ISBN-13: 9780538467414)

Found on both the IRCD and online, the Instructor’s Manual contains lecture outlines, teaching notes, and exam materials.

Instructor's Resource CD-ROM  (ISBN-10: 0538467398 | ISBN-13: 9780538467391)

Packed with helpful teaching tools, this comprehensive resource provides quick access to instructor ancillaries from your desktop. Extremely user friendly, the CD enables instructors to review, edit, and copy exactly the material you need. Resources include sample syllabi detailed chapter outlines, case teaching notes, a test bank of multiple-choice and essay questions for each chapter, the full PowerPoint package, and an electronic version of the Marketing Plan Worksheets that appear in Appendix A of the text.

Meet the Author

Author Bio

O. C. Ferrell

O. C. Ferrell (Ph.D., Louisiana State University) is University Distinguished Professor of Business Ethics at Belmont University. He most recently served nine years as University Distinguished Professor of Marketing and Creative Enterprise Scholar at the 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. His MARKETING: CONCEPTS AND STRATEGY TEXT, co-authored with Dr. William Pride, is one of the most widely adopted principles of marketing text in the world. 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

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.