Marketing Strategy, 8th Edition
- Length: 576 pages
- Edition: 8
- Language: English
- Publisher: Cengage Learning
- Publication Date: 2021-02-18
- ISBN-10: 0357516303
- ISBN-13: 9780357516300
- Sales Rank: #640989 (See Top 100 Books)
Learn how to think and act like an effective marketer and forward-focused disruptor in today’s dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING STRATEGY, 8E. You learn to develop long-term, customer-oriented marketing strategy and successful marketing plans with this edition’s systematic, reader-friendly approach. The latest examples from organizations as familiar as Spotify, Nintendo and Microsoft work with updated vignettes and the latest research and data. New cases from Tesla, Netflix and even the recent COVID-19 pandemic clearly illustrate the need for marketers to think proactively and anticipate change. You examine today’s trends, from strategic digital marketing tools and integrated marketing communication to new marketing models. This edition also discusses product labeling, social media segmentation, crisis preparedness and innovation in global marketing as you learn to analyze, plan and implement effective marketing strategies.
Cover Dedication Brief Contents Contents Preface About the Authors Chapter 1: Marketing in Today’s Economy 1.1: Introduction 1.2: The Challenges and Opportunities of Marketing in Today’s Economy 1.3: Basic Marketing Concepts 1.4: Major Marketing Activities and Decisions 1.5: Taking on the Challenges of Marketing Strategy Lessons From Chapter 1 Endnotes Chapter 2: Strategic Marketing Planning 2.1: Introduction 2.2: The Strategic Planning Process 2.3: The Marketing Plan 2.4: Maintaining Customer Focus and Balance in Strategic Planning Lessons From Chapter 2 Endnotes Chapter 3: Collecting and Analyzing Marketing Information 3.1: Introduction 3.2: Conducting a Situation Analysis 3.3: The Internal Environment 3.4: The Customer Environment 3.5: The External Environment 3.6: Collecting Marketing Data And Information Lessons From Chapter 3 Endnotes Chapter 4: Developing Competitive Advantage and Strategic Focus 4.1: Introduction 4.2: Modern Relevance of Swot Analysis 4.3: Making Swot Analysis Productive 4.4: Swot-Driven Strategic Planning 4.5: Developing and Leveraging Competitive Advantages 4.6: Establishing a Strategic Focus 4.7: Developing Marketing Goals and Objectives Lessons From Chapter 4 Endnotes Chapter 5: Customers, Segmentation, and Target Marketing 5.1: Introduction 5.2: Buyer Behavior in Consumer Markets 5.3: Buyer Behavior in Business Markets 5.4: Market Segmentation 5.5: Identifying Market Segments 5.6: Target Marketing Strategies Lessons From Chapter 5 Endnotes Chapter 6: The Marketing Program 6.1: Introduction 6.2: Product Strategy 6.3: Pricing Strategy 6.4: Supply Chain Strategy 6.5: Integrated Marketing Communications 6.6: Personal Selling and Sales Management Lessons From Chapter 6 Endnotes Chapter 7: Branding and Positioning 7.1: Introduction 7.2: Strategic Issues in Branding 7.3: Differentiation and Positioning 7.4: Mananging Brands Over Time Lessons From Chapter 7 Endnotes Chapter 8: Ethics and Social Responsibility in Marketing Strategy 8.1: Introduction 8.2: Ethics and Social Responsibility in Marketing Strategy 8.3: Ethical Issues in the Marketing Program 8.4: Managing and Controlling Ethical Issues 8.5: Relationship to Marketing and Financial Performance 8.6: Incorporating Ethics and Social Responsibility Into Strategic Planning Lessons From Chapter 8 Endnotes Chapter 9: Marketing Implementation and Control 9.1: Introduction 9.2: Strategic Issues in Marketing Implementation 9.3: Approaches to Marketing Implementation 9.4: Internal Marketing and Marketing Implementation 9.5: Evaluating and Controlling Marketing Activities Lessons From Chapter 9 Endnotes Chapter 10: Developing and Maintaining Long-Term Customer Relationships 10.1: Introduction 10.2: Managing Customer Relationships 10.3: Quality and Value: The Keys to Developing Customer Relationships 10.4: Customer Satisfaction: The Key to Customer Retention Lessons From Chapter 10 Endnotes Case 1: Tesla Races Ahead With Nontraditional Marketing Strategy* C1.1: Tesla’s Marketing Mix C1.2: Corporate Social Responsibility at Tesla C1.3: The Future for Tesla Questions Sources Case 2: Businesses Sink or Swim in the Face of Covid-19 Crisis* C2.1: Covid-19’s Impact on Business C2.2: Shifting Strategies C2.3: Disruption in the Supply Chain C2.4: Social Responsibility And Strategic Philanthropy C2.5: Crisis Preparedness C2.6: The New Normal Questions Sources Case 3: Gainsight Provides a Data-Driven Customer Relationship Platform to Retain Subscription Customers* C3.1: The Need For Market Disruption C3.2: Addressing Market Need C3.3: Gainsight Values C3.4: The Challenges of Growing From Start-Up to Market Leader C3.5: Event Marketing Program C3.6: Covid-19 C3.7: The Future: Transitioning From Market Development To Profitability Questions Sources Case 4: Apple Bites Back* C4.1: The History of Apple, Inc. C4.2: Apple’s Products C4.3: Apple’s Marketing Strategies C4.4: Apple’s Corporate Culture C4.5: Apple’s Marketing Challenges C4.6: The Future of Apple Questions Sources Case 5: Uber: The Opportunities and Challenges of Market Disruption* C5.1: Background C5.2: Uber’s Marketing Program C5.3: Uber Faces Challenges C5.4: Conclusion Questions Sources Case 6: Social Responsibility is the Key Ingredient at New Belgium Brewing* C6.1: History of the New Belgium Brewing Company C6.2: New Belgium Embraces Social Responsibility C6.3: Responsibility Breeds Success Questions Sources Case 7: Bayer Grows With Monsanto Acquisition* C7.1: History: From Chemicals to Food C7.2: Monsanto’s Emphasis on Biotechnology C7.3: Addressing Ethical and Legal Issues C7.4: Corporate Responsibility at Bayer C7.5: The Future of Bayer Questions Sources Case 8: Netflix Fights to Stay Ahead of a Rapidly Changing Market* C8.1: Netflix’s History C8.2: Intense Competition in the Streaming Industry C8.3: Analyzing Netflix’s Marketing Strategy C8.4: Netflix’s Future Questions Sources Case 9: From the Outside in: Corporate Social Responsibility at Patagonia* C9.1: History of Patagonia C9.2: Patagonia’s Core Values C9.3: Patagonia’s Leadership and Management Style C9.4: Environmental Initiatives C9.5: Corporate Social Responsibility C9.6: What the Future Holds for Patagonia Questions Sources Case 10: Google Searches for Solution to Privacy Issues* C10.1: Company Culture C10.2: Products C10.3: Google’s Initiatives C10.4: Privacy C10.5: Government Response To Privacy Issues C10.6: Conclusion Questions Sources Case 11: Indycar: Seeking a Return to Motorsports’ Fast Lane* C11.1: The Early History of U.S. Open-Wheel Racing C11.2: Motorsports Competition C11.3: Reunification C11.4: Steps Forward, Backward C11.5: New Business Opportunities C11.6: Fan Engagement C11.7: Irl’s Current Marketing Strategy C11.8: Conclusion Questions Sources Case 12: Mattel Gives its Marketing Strategy a Makeover* C12.1: Leadership at Mattel C12.2: Mattel’s Core Products C12.3: Mattel’s Commitment to Ethics and Social Responsibility C12.4: Mattel Faces Product Recalls C12.5: Mattel Versus Mga C12.6: Mattel Looks Toward The Future Questions Sources Case 13: Starbucks Perfects its Blend* C13.1: Distribution Strategy C13.2: Product Strategy C13.3: Technology C13.4: Starbucks Culture C13.5: Corporate Social Mission C13.6: Success and Challenges C13.7: The Future for Starbucks Questions Sources Case 14: Zappos Finds the Perfect Fit* C14.1: The History of Zappos C14.2: Business Model and Operating Philosophy C14.3: Corporate Culture and Work Environment C14.4: Corporate Social Responsibility C14.5: Zappos’s Structure C14.6: The Future of Zappos Questions Sources Case 15: Gillette’s Razor-Sharp Innovation May Not Be Enough* C15.1: The History of Innovation at Gillette C15.2: Razor-Sharp Competition C15.3: Marketing Strategies C15.4: Looking Toward the Future Questions Sources Case 16: Toms Kicks the One for One Model to the Curb* C16.1: The History of Toms C16.2: The Toms Movement C16.3: Supply Chain C16.4: Product Line C16.5: Corporate Culture C16.6: Impact C16.7: Challenges C16.8: The Future of Toms Questions Sources Case 17: Herbalife Manages Risks for Long-Term Success* C17.1: The Direct Selling Channel C17.2: Herbalife Nutrition C17.3: Challenges to Herbalife’s Multilevel Model C17.4: New Opportunities: Consumer Megatrends C17.5: Conclusion Questions Sources Case 18: Walmart Dominates with World-Class Supply Chain* C18.1: The History of Walmart C18.2: Pricing and Distribution C18.3: Competition with Amazon Heats Up C18.4: The Walmart Effect C18.5: Reputation Issues C18.6: Walmart Today C18.7: The Future of Walmart Questions Sources Case 19: E-commerce Soars with Shopify* C19.1: The Product Mix C19.2: Pricing Strategy C19.3: Competition C19.4: Strategic Partnerships C19.5: Social Responsibility C19.6: The Future For Shopify Questions Sources Case 20: Cutting Edge Quality at Cutco* C20.1: Direct Selling C20.2: Customer Relationships C20.3: A Commitment to Quality C20.4: Cutco and Vector Adapt to Change C20.5: Social Responsibility at Cutco C20.6: Looking to the Future Questions Sources Case 21: The Cocoa Exchange Finds a Sweet Spot in the Supply Chain* C21.1: Supply Chain C21.2: Direct Selling C21.3: Sustainability C21.4: Social Responsibility C21.5: Conclusion Questions Sources Glossary Index
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