Marketing strategy: text and cases / O.C. Ferrell, Michael D. Hartline.
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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 | |
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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 | |
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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 | |
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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 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY shelves, Shelving location: General Stacks Close shelf browser
HF5415.M143(11e) Introduction to marketing. / | HF5415.13.M35(6e) Marketing strategy: text and cases / | HF5415.13.M351(6e) Marketing strategy: text and cases / | HF5415.13.M352(6e) Marketing strategy: text and cases / | HF5415.13.M353(6e) Marketing strategy: text and cases / | HF5415.J57(7e) Principles and practice of marketing. / | HF5415.J571(7e) Principles and practice of marketing. / |
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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