Thoroughly revised and updated, MARKETING STRATEGY, 6e, International Edition 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.…mehr
Thoroughly revised and updated, MARKETING STRATEGY, 6e, International Edition 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.
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Autorenporträt
O.C. Ferrell ist Professor für Marketing und Mitarbeiter für kreative Businessstrategien an der Anderson Schule für Management sowie der Universität New Mexiko.
Inhaltsangabe
Part 1: SETTING THE STAGE FOR MARKETING STRATEGY. 1. Marketing in Today's Economy. 2. Strategic Marketing Planning. Part 2: DISCOVERING MARKET OPPORTUNITIES. 3. Collecting and Analyzing Marketing Information. 4. Developing Competitive Advantage and Strategic Focus. Part 3: DEVELOPING MARKETING STRATEGY. 5. Customers, Segmentation, and Target Marketing. 6. The Marketing Program. 7. Branding and Positioning. Part 4: 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 5: 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. Netflix. 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. Wyndham. 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. Apple. 17. Chevrolet. Part 6: TOOLS FOR DEVELOPING A MARKETING PLAN. Appendix A: Marketing Plan Worksheets. Appendix B: Example Marketing Plan (VirPharm, Inc.).
Part 1: SETTING THE STAGE FOR MARKETING STRATEGY. 1. Marketing in Today's Economy. 2. Strategic Marketing Planning. Part 2: DISCOVERING MARKET OPPORTUNITIES. 3. Collecting and Analyzing Marketing Information. 4. Developing Competitive Advantage and Strategic Focus. Part 3: DEVELOPING MARKETING STRATEGY. 5. Customers, Segmentation, and Target Marketing. 6. The Marketing Program. 7. Branding and Positioning. Part 4: 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 5: 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. Netflix. 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. Wyndham. 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. Apple. 17. Chevrolet. Part 6: TOOLS FOR DEVELOPING A MARKETING PLAN. Appendix A: Marketing Plan Worksheets. Appendix B: Example Marketing Plan (VirPharm, Inc.).
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