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 --