Marketing Strategy - Couverture rigide

Ferrell, O. C.; Etc.; Hartline, Michael D.; Lucas Jr, George H.; Luck, David

Couverture rigide

ISBN 10 : 0030248019 ISBN 13 : 9780030248016

Editeur : South-Western, 1998

Synopsis

This text is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which business functions today. The importance of customer orientation, integrated throughout the text, is designed to help students develop a customer-oriented market strategy applicable to managers in any sized organisation. Emphasising the SWOT approach to planning the text also includes a set of marketing plan worksheets and a marketing plan successfully employed by a number of companies. Including comprehensive cases of varying length and difficulty and accompanied by a Web site featuring further cases, a guide for analysing and preparing case studies, and links to company Web sites, this text is entirely current and relevant to today's studies. Features: * Text emphasis on the SWOT (strengths, weaknesses, opportunities, and threats) approach to planning. * A comprehensive casebook featuring cases of a variety of lengths, and difficulty. These cases highlight issues faced by companies such as Saturn, USA Today, and Ralston Purina. * Global integration throughout the chapters and cases, as well as specific coverage in Chapter 10, highlights international marketing strategic planning issues. * Coverage of ethics and social responsibility helps to satisfy AACSB requirements for instruction in this area.

A propos du livre

Présentation de l'éditeur

Thoroughly revised and updated, MARKETING MANAGMENT STRATEGIES, 5e, International Edition continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, andfor the first timephotographs, the fifth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategieshelping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text's signature student-friendly style, the fifth edition covers essential points without getting bogged down in industry jargonall in a succinct 12 chapters.

Détails de l'édition

• Éditeur: South-Western
• Date d'édition: 1998
• Langue: anglais
• ISBN 10: 0030248019
• ISBN 13: 9780030248016
• Reliure: Relié
• Nombre de pages: 448
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible