Marketing management strategies. / O. C. Ferrell, Michael D. Hartline. - 5th ed. - Mason: South-Western, Cengage learning, 2011. - xxii, 746 p. : col. ill. ; 29 cm.
Contents: 1. Setting the stage for marketing strategy: Marketing in today's economy -- Strategic marketing planning -- Marketing ethics and social responsibility in strategic planning -- 2. Discovering market opportunities: Collecting and analyzing marketing information -- Developing competitive advantage and strategic focus -- 3. Developing marketing strategy: Customers, segmentation and target marketing -- Product strategy -- Pricing strategy -- Distribution and supply chain management -- Integrated marketing communications -- 4. Putting strategy into action: Marketing implementation and control -- Developing and maintaining long-term customer relationships --
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Marketing--Marketing strategy
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