Marketing Strategy

Prepare students to think and act like strategic marketers in today’s dynamic, technology-driven business environment with Ferrell, Hartline, and Hochstein’s “Marketing Strategy,” 9th Edition. This text examines strategic marketing management through the social, economic, technological, and ethical forces shaping modern business. Students learn to develop customer-focused marketing strategies and effective marketing plans using a framework centered on analysis, planning, implementation, and control. Updated content highlights the impact of AI, analytics, automation, and digital platforms on marketing decision-making. Topics include generative AI, predictive and prescriptive analytics, content marketing, dynamic pricing, consumer behavior, brand visibility, and data ethics. Real-world examples help students build the strategic skills needed to analyze markets, develop marketing plans, and adapt to changing customer expectations.