Marketing Strategy

Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps students develop a customer-oriented market strategy and market plan. Marketing Strategy is an appropriate text for the capstone course in Marketing or the MBA level course in Marketing.

Michael D. Hartline is Associate Professor, Chair of the Marketing Department, and the Charles A. Bruning Professor of Business Administration in the College of Business at Florida State University (FSU). O. C. Ferrell is Professor of Marketing and Creative Enterprise Scholar at the Anderson Schools of Management at the University of New Mexico.

Strategic Marketing Planning

1

(25)

Situation and Environmental Analysis

26

(24)

SWOT Analysis: A Framework for Developing Marketing Strategy

50

(24)

Market Segmentation, Target Marketing, and Positioning

74

(21)

Developing Customer Relationships Through Quality, Value, and Satisfaction

95

(14)

Product Strategy

109

(18)

Developing a Pricing Strategy

127

(15)

Distribution and Supply Chain Management

142

(17)

Integrated Marketing Communications

159

(19)

Marketing Implementation and Control

178

(33)

Cases

211

(202)

Appendix A: Marketing Plan Worksheets

413

(12)

Appendix B: Two Marketing Plan Examples

425

(26)

Endnotes

451

(6)

Name Index

457

(1)

Subject Index

458

(7)

Company Index

465

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Summary

Author Biography

Table of Contents

Supplemental Materials