Marketing Strategy
By O. C. Ferrell, Michael Hartline, Bryan W. Hochstein
About your course materials
Teach students how to think and act like effective marketers and disruptors in today's dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING STRATEGY, 8E. This edition presents strategic marketing management within the context of social, economic and technological arenas encompassing business. Students learn to develop long-term, customer-oriented marketing strategies and successful marketing plans with this edition's systematic approach. The latest examples highlight organizations familiar to readers, such as Spotify, Nintendo and Microsoft. New cases from Tesla, Netflix and even the recent COVID-19 pandemic illustrate the need for marketers to think proactively and anticipate change. Using the latest research, the authors present current trends, from digital marketing tools and new marketing models to integrated marketing communication. Instructor resources help you guide students in learning to analyze, plan and implement marketing strategies.
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About this product
Teach students how to think and act like effective marketers and disruptors in today's dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING STRATEGY, 8E. This edition presents strategic marketing management within the context of social, economic and technological arenas encompassing business. Students learn to develop long-term, customer-oriented marketing strategies and successful marketing plans with this edition's systematic approach. The latest examples highlight organizations familiar to readers, such as Spotify, Nintendo and Microsoft. New cases from Tesla, Netflix and even the recent COVID-19 pandemic illustrate the need for marketers to think proactively and anticipate change. Using the latest research, the authors present current trends, from digital marketing tools and new marketing models to integrated marketing communication. Instructor resources help you guide students in learning to analyze, plan and implement marketing strategies.
CLEARLY DEFINED KEY TERMS PREPARE STUDENTS TO WORK IN PROFESSIONAL MARKETING-RELATED ROLES. Key term within this edition are immediately defined and help readers identify core themes and better understand important topics, all while building their marketing vocabulary.
"BEYOND THE PAGES" FEATURES PORTRAY DYNAMIC CHANGES AND INFLUENCES IN CONTEMPORARY MARKETING STRATEGY. Each chapter contains three "Beyond the Pages" features set apart in distinct boxes. Chapter-opening vignettes capture dynamic changes in marketing that influence marketing strategies. These features profile actual companies with behind-the-scenes looks at how they apply marketing concepts in real life.
"LESSONS FROM THE CHAPTER" SUMMARIZE KEY TOPICS FOR QUICK, CONVENIENT REVIEW. These thorough summaries at the end of each chapter clearly outline key lessons from the previous chapter to help students review major concepts. These end-of-chapter summaries can act as handy study aids for today's busy students.
MARKETING PLAN WORKSHEETS GUIDE STUDENTS IN WRITING FORMAL MARKETING PLANS. These carefully developed worksheets serve as useful planning tools, helping students ensure they've included all important information in the marketing plan. Students learn to organize and structure data, understand and convey a firm’s strengths and weaknesses as well as recognize opportunities and threats. With this background, students develop goals and objectives, develop a marketing strategy and outline a plan for implementing the strategy.
Table of contents
Chapters
Part 1. Setting the Stage for Marketing Strategy
Resources
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