Marketing Strategy (The Dryden Press Series in Marketing) [Paperback]

O. C. Ferrell (Author), Michael D. Hartline (Author), George H., Jr. Lucas (Author), David Luck (Author)

Book Description

ISBN-10: 0030248019 | ISBN-13: 978-0030248016 | Publication Date: July 1998

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.

Editorial Reviews

Review

"The first book dealing with strategic marketing issues in combination with a strong 'how-to' focus. This comprehensive text is ideal for students who are already familiar with marketing instruments but have to prepare a marketing plan." 3/4Dr Karel Jan Alsem, Associate Professor of Marketing, University of Groningen, The Netherlands

About the Author

O.C. Ferrell (Ph.D., Louisiana State University) is chair and professor of marketing at Colorado State University. He is a past president of the Academic Council of the American Marketing Association (AMA). He chaired the American Marketing Association Ethics Comittees that developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. Dr. Ferrell is a member of the AMA advisory group for the Professional Marketers certification program. He also is a Society for Marketing Advances Fellow and an Association of Collegiate Marketing Educators Fellow. He is a member of the Board of Governors of the Academy of Marketing Science. Dr. Ferrell has served in faculty and administrative roles at a number of universities. He was a distinguished professor of marketing and business ethics and interim dean at the University of Memphis. He was a professor of marketing at Texas A&M University, Illinois State University, and Southern Illinois University. He has been a visiting professor at the University of Michigan and University of Tampa. Dr. Ferrell teaches marketing strategy courses at the graduate and undergraduate levels, including the capstone marketing course. He regularly teaches a course on competitive marketing strategies at Thammasat University in Bangkok, Thailand, using this text. In addition, he is the author or coauthor of fifteem books and approximately seventy academic articles. His principles of marketing and business ethics texts are the leading books in their areas. Dr. Ferrell and his wife Linda live in Ft. Collins, COlorado, and they enjoy skiing, golfing, fishing,and international travel. --This text refers to an alternate Paperback edition.

Product Details

• Paperback: 407 pages
• Publisher: Dryden Pr (July 1998)
• Language: English
• ISBN-10: 0030248019
• ISBN-13: 978-0030248016
• Product Dimensions: 9.7 x 7.7 x 0.9 inches
• Shipping Weight: 1.7 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #5,018,615 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars What a great text!, August 23, 2007

By 

Jossane Felix "Xochiquetzal" (Trinidad and Tobago) - See all my reviews
(REAL NAME)   

This review is from: Marketing Strategy (Paperback)

This text makes for very interesting, up to date reading. A great textbook for my Marketing Management Course. It is also excellent as the examples used are from some of the most recent times and so one is able to identify with the information. Two thumbs up!

5 of 10 people found the following review helpful:

5.0 out of 5 stars Marketing Textbook, August 11, 2009

By 

E. M. Lafferty (Rochester, NY) - See all my reviews
(REAL NAME)   

This review is from: Marketing Strategy (Paperback)

This book came in perfect condition and suited my course well. On a more personal note, I found the text itself to be drier than Death Valley.

0 of 2 people found the following review helpful:

5.0 out of 5 stars Speedy, September 19, 2011

By 

Bacon - See all my reviews

Amazon Verified Purchase

This review is from: Marketing Strategy (Paperback)

The product came quickly and in great condition! I ordered it used, but it came to me new. Very satisfied! There is nothing else to say, but Amazon want's at least twenty words, so here you go.