Learn how to think and act like an effective marketer and forward-focused disruptor in today's dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING STRATEGY, 8E. You learn to develop long-term, customer-oriented marketing strategy and successful marketing plans with this edition's systematic, reader-friendly approach. The latest examples from organizations as familiar as Spotify, Nintendo and Microsoft work with updated vignettes and the latest research and data. New cases from Tesla, Netflix and even the recent COVID-19 pandemic clearly illustrate the need for marketers to think proactively and anticipate change. You examine today's trends, from strategic digital marketing tools and integrated marketing communication to new marketing models. This edition also discusses product labeling, social media segmentation, crisis preparedness and innovation in global marketing as you learn to analyze, plan and implement effective marketing strategies. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Tasked with creating marketing strategy? This book is for you.
Optimize your digital channels and ensure your marketing strategy aligns with business objectives, with this second edition of the bestselling guide to digital marketing - recommended by the Chartered Institute of Marketing.
Continuing in the text's signature student-friendly style, the sixth edition covers essential points without getting bogged down in industry jargon--all in a succinct 10 chapters.
Hammermesh, R., 54, 59 Hammond, John, 29 Hanan, Mack, 197, 206 Harris, J., 54, 59 Hayes, Robert, 4, 1 7 Henderson, ... Leverett, 20 MacMillan, Ian, 59 Mansfield, Edwin, 166 Mason, Barry, 1 1 1 Maxwell, Brian, 125-126 McGee, Lynn, 8, ...
The book contains a wealth of pedagogy to support this active learning approach.
All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy.
The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO) at the core of the book.
This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.
Continuing in the text's signature student-friendly style, the sixth edition covers essential points without getting bogged down in industry jargon--all in a succinct 10 chapters.
This is a highly structured & fully developed practical companion to Fifield's successful 'Marketing Strategy'.