Marketing strategy: text and cases / O.C. Ferrell, Michael D. Hartline.
Material type: TextPublisher: Mason, OH: South-Western/Cengage Learning, 2014Edition: 6th edDescription: xxvi, 587 p. : ill. (some col.), map ; 26 cmISBN: 9781285073040 (pbk.); 1285073045 (pbk.)Subject(s): Marketing -- Management | Marketing -- Management -- Case studiesLOC classification: HF5415.13.M35Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.M35(6e) (Browse shelf) | 1 | Available | K/1406/1406/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.M351(6e) (Browse shelf) | 2 | Available | K/1407/1407/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.M352(6e) (Browse shelf) | 3 | Available | K/1408/1408/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.13.M353(6e) (Browse shelf) | 4 | Available | K/1409/1409/19 |
Includes bibliographical references and indexes.
Contents: 1. Setting the stage for marketing strategy: Marking today's economy -- Strategic marking planning -- 2.Discovering markets opportunities: Collecting and analyzing marketing information -- Developing competitive advantage and strategic focus -- 3.Developing marking strategy: Customers, segmentation, and target marketing -- The marketing program -- Branding and positioning -- 4.Putting strategy into action: Ethics and social responsibility in marking strategy -- Marketing implementation and control -- Developing and maintaining long-term customer relationships 5. Cases: USA today: innovation in an evolving industry -- Apple's wining marketing strategy -- Monsanto balances the interest of multiple stakeholders -- New Belgium brewing (A): gaining competitive advantage through socially responsible marketing -- New Belgium (B): developing a brand personality -- Mattel confronts its marketing challenges -- Mistine: direct selling in the Thai cosmetics market -- BP struggles to repair its tarnished reputation -- Chevrolet: 100 years of products innovation --Wyndham wolrdwide adopts a stakeholder orientation marketing strategy -- NASCAR: can't keep a good brand down -- IndyCar: seeking a return to motorsports' fast lane -- Zappos: delivering happiness -- Sigma marketing: strategic marketing adaptation Netflix fights to stay ahead of a rapidly changing market Gillette: why innovation may not be enough -- IKEA slowly expands its U.S. market presence -- Sushilicious: standing out in a crowded field -- Trouble brews at starbucks -- Groupon --
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