Part 1: SETTING THE STAGE FOR MARKETING STRATEGY. 1. Marketing in Today's Economy. 2. Strategic Marketing Planning. Part 2: DISCOVERING MARKET OPPORTUNITIES. 3. Collecting and Analyzing Marketing Information. 4. Developing Competitive Advantage and Strategic Focus. Part 3: DEVELOPING MARKETING STRATEGY. 5. Customers, Segmentation, and Target Marketing. 6. The Marketing Program. 7. Branding and Positioning. Part 4: PUTTING STRATEGY INTO ACTION. 8. Ethics and Social Responsibility in Marketing Strategy. 9. Marketing Implementation and Control. 10. Developing and Maintaining Long-Term Customer Relationships. Part 5: CASES. 1. Gillette: Product and Marketing Innovation. 2. Monsanto Balances the Needs and Concerns of Multiple Stakeholders. 3. NASCAR: A Branding Success. 4. The Indy Racing League (IRL): Driving for First Place. 5. Netflix. 6. Sigma Marketing: Innovation in a Changing Environment. 7. Mattel: Overcoming Marketing and Manufacturing Challenges. 8. New Belgium Brewing (A): Social Responsibility as a Competitive Advantage. 9. New Belgium Brewing (B): Developing a Brand Personality. 10. IKEA Looks to Further Penetrate the U.S. Market. 11. USA Today: Innovation and Evolution in a Troubled Industry. 12. Wyndham. 13. FedEx: Building a Global Distribution Powerhouse. 14. Mistine: Direct Selling in the Thai Cosmetics Market. 15. BP Focuses on Sustainability to Repair Its Reputation. 16. Apple. 17. Chevrolet. Part 6: TOOLS FOR DEVELOPING A MARKETING PLAN. Appendix A: Marketing Plan Worksheets. Appendix B: Example Marketing Plan (VirPharm, Inc.).
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About the Author
O. C. Ferrell (Ph.D., Louisiana State University) is a professor of marketing and Creative Enterprise Scholar in the Anderson School of Management, University of New Mexico. He recently served as the Bill Daniels Distinguished Professor of Business Ethics at the University of Wyoming and previously served as chair of the Colorado State University Marketing Department. He has also served on the faculties of the University of Memphis, Texas A&M University, and Illinois State University. Dr. Ferrell is a past president of the Academic Council of the American Marketing Association and chaired the AMA Ethics Committee, which developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet under his leadership. In addition, he is a former member of the Academy of Marketing Science Board of Governors and is the current AMS vice president of publications. Dr. Ferrell is also a Society of Marketing Advances and Southwestern Marketing Association Fellow, and he serves as marketing ethics and social issues section editor of the JOURNAL OF MICROMARKETING. He is the co-author of 18 books and approximately 75 articles published in the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF BUSINESS ETHICS, JOURNAL OF BUSINESS RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF PUBLIC POLICY MARKETING, and other journals.
Michael D. Hartline (Ph.D., The University of Memphis) is Associate Dean for Strategic Initiatives and the Charles A. Bruning Professor of Business Administration in the College of Business at Florida State University, where he is responsible for external relations, executive education, and strategic programs. He also serves as Vice President of Development for the Academy of Marketing Science. Dr. Hartline primarily teaches graduate courses in Marketing Strategy and Corporate Affairs Management, as well as undergraduate courses in Services Marketing. He has won many teaching and research awards, made many presentations to industry and academic audiences, and co-chaired two international conferences. Dr. Hartline's research appears in the Journal of Marketing, the Journal of Service Research, the Journal of Business Research, and other outlets. He also coauthors Marketing Strategy, a widely used textbook. Dr. Hartline has served as a consultant to several for-profit and non-profit organizations in the areas of marketing plan development, market feasibility analysis, customer satisfaction measurement, customer service training, and pricing policy. He has also worked with Pfizer, Inc. in the corporate affairs, government relations, and philanthropy areas.