Marketing Strategy : Text and Cases （6TH）

Ferrell, O. C./ Hartline, Michael D.

South-Western Pub（2012/12発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 587 p.
• 言語 ENG
• 商品コード 9781285073040
• DDC分類 380

Full Description

Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth 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. Continuing in the text's signature student-friendly style, the sixth edition covers essential points without getting bogged down in industry jargon--all in a succinct 10 chapters. Available with InfoTrac (R) Student Collections http://gocengage.com/infotrac.

Contents

Part I1. Marketing in Today's Economy.2. Strategic Marketing Planning.Part II: DISCOVERING MARKET OPPORTUNITIES.3. Collecting and Analyzing Marketing Information.4. Developing Competitive Advantage and Strategic Focus.Part III: DEVELOPING MARKETING STRATEGY.5. Customers, Segmentation, and Target Marketing.6. The Marketing Program.7. Branding and Positioning.Part IV: PUTTING STRATEGY INTO ACTION.8. Ethics and Social Responsibility in Marketing Strategy.9. Marketing Implementation and Control.10. Developing and Maintaining Long-Term Customer Relationships.Part V: 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.Part VI: TOOLS FOR DEVELOPING A MARKETING PLAN.Appendix A: Marketing Plan Worksheets.