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Table of Content: 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
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
9. New Belgium Brewing
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.
Product Details: Language: English
ISBN-10: 0538467444
ISBN-13: 978-0538467445
ISBN-13: 9780538467445
Author: Ferrell and Hartline
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