Ferrell O. C. creator Hartline, Michael D. text bibliography nju Mason South-Western, Cengage learning 2011 2007 5th ed. monographic eng

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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 -- O. C. Ferrell, Michael D. Hartline. Marketing Marketing strategy HF5415.13.F38 9780538467445 0538467444 20099433533 DLC 060213 20211202164118.0 7093033