TY  - BOOK
AU  - Ferrell,O.C.
AU  - Hartline,Michael D.
TI  - Marketing strategy: text and cases 
SN  - 9781285073040 (pbk.)
AV  - HF5415.13.M35 
PY  - 2014///
CY  - Mason, OH
PB  - South-Western/Cengage Learning
KW  - Marketing
KW  - Management
KW  - Case studies
N1  - 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 --
ER  -