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Marketing strategy

Author: O C Ferrell; Michael D Hartline
Publisher: Australia ; Mason, Ohio : South-Western Cengage Learning, ©2011.
Edition/Format:   Print book : English : 5th edView all editions and formats
Database:WorldCat
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: O C Ferrell; Michael D Hartline
ISBN: 9780538467384 053846738X
OCLC Number: 462922416
Description: xxiiI, 743 pages : illustrations ; 26 cm
Contents: Pt. I: Setting the stage for marketing strategy --
1. Marketing in todays economy --
2. Strategic marketing planning --
3. Marketing ethics and social responsibility in strategic planning --
pt. II: Discovering market opportunities --
4. Collecting and analyzing marketing information --
5. Developing competitive advantage and strategic focus --
pt. III: Developing marketing strategy --
6. Customers, segmentation, and target marketing --
7. Product strategy --
8. Pricing strategy --
9. Distribution and supply chain management --
10. Integrated Marketing Communications --
pt. IV: Putting strategy into action --
11. Marketing implementation and control --
12. Developing and maintaining long-term customer relationships --
pt. V: Cases --
pt. VI: Tools for developing a marketing plan.
Responsibility: O.C. Ferrell, Michael D. Hartline.

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