text and cases Ferrell, O. C. creator Hartline, Michael D. text bibliography ohu Mason, OH South-Western/Cengage Learning 2014 6th ed. monographic eng

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xxvi, 587 p. : ill. (some col.), map ; 26 cm. 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 -- O.C. Ferrell, Michael D. Hartline. Includes bibliographical references and indexes. Marketing Management Marketing Management Case studies HF5415.13.M35 9781285073040 (pbk.) 1285073045 (pbk.) 2012950625 BTCTA 121001 20211122123935.0 17480387 eng