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Table of Content: 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. 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.
Product Details: Language: English
ISBN-10: 1285073045
ISBN-13: 978-1285073040
ISBN-13: 9781285073040
Author: O.C. Ferrell, Michael Hartline
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