| Description |
xxiiI, 743 pages : illustrations ; 26 cm |
| Contents |
Marketing in Today's Economy -- Strategic Marketing Planning -- Marketing Ethics and Social Responsibility in Strategic Planning -- Collecting and Analyzing Marketing Information -- Developing Competitive Advantage and Strategic Focus -- Customers, Segmentation, and Target Marketing -- Product Strategy -- Pricing Strategy -- Distribution and Supply Chain Management -- Integrated Marketing Communications -- Marketing Implementation and Control -- Developing and Maintaining Long-Term Customer Relationships -- Gillette: Product and Marketing Innovation -- Monsanto Balances the Needs and Concerns of Multiple Stakeholders -- NASCAR: A Branding Success -- The Indy Racing League (IRL): Driving for First Place -- Blockbuster Fights for Survival Against Intense Competition -- Sigma Marketing: Innovation in a Changing Environment -- Mattel: Overcoming Marketing and Manufacturing Challenges -- New Belgium Brewing (A): Social Responsibility as a Competitive Advantage -- New Belgium Brewing (B): Developing a Brand Personality -- IKEA Looks to Further Penetrate the U.S. Market -- USA Today: Innovation and Evolution in a Troubled Industry -- Hottie Hawg's Smokin' BBQ Embraces Its Future -- FedEx: Building a Global Distribution Powerhouse -- Mistine: Direct Selling in the Thai Cosmetics Marke -- BP Focuses on Sustainability to Repair Its Reputation -- eHarmony (Harvard Case) -- The Home Depot, Inc. (Harvard Case) -- Molson Canada: Social Media Marketing (Ivey Case) -- IMAX: Larger than Life (Ivey Case) -- Best Buy (Ivey) -- Tools for developing a marketing plan |
| Summary |
MARKETING STRATEGY emphasizes teaching students to think and act like marketers. It presents strategy from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today--helping students develop a customer-oriented market strategy and market plan. Its practical approach to analyzing, planning, and implementing marketing strategies is based on the creative process involved in applying marketing concepts to the development and implementation of marketing strategy. An emphasis on critical thinking enables students to understand the essence of how marketing decisions fit together to create a coherent strategy. Well-grounded in developing and executing a marketing plan, the text offers a complete planning framework, thorough marketing plan worksheets, and a comprehensive marketing plan example for students to follow |
| Notes |
Previous ed.: 2008 |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Marketing -- Management -- Case studies.
|
|
Marketing -- Management.
|
| Genre/Form |
Case studies.
|
| Author |
Hartline, Michael D.
|
| LC no. |
2009943533 |
| ISBN |
053846738X (paperback) |
|
9780538467384 (paperback) |
|
