Marketing Strategy (Text Only) - Softcover

Ferrell, O. C.; Hartline, Michael

Softcover

ISBN 10: 1285084799 ISBN 13: 9781285084794

Publisher: Cengage Learning, 2012

Synopsis

Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies--helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. 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.

About this title

About the Author

O. C. Ferrell is The James T. Pursell Sr. Eminent Scholar Chair in Ethics and Director of the Center for Ethical Organizational Cultures, Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing at the Anderson School of Management at University of New Mexico. He has also taught at University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. He received his Ph.D. in marketing from Louisiana State University.He is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee that developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is also a former member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow and an Academy of Marketing Science Distinguished Fellow. He was vice president of publications and is president-elect for the Academy of Marketing Science. He has received numerous awards, including the first recipient of the Marketing Education Innovation Award from the Marketing Management Association, a Lifetime Achievement Award from Macromarketing Society, an Southeast Doctoral Consortium award for service to doctoral students, the Harold Berkman Lifetime Service Award from the Academy of Marketing Science and the Cutco/Vector Distinguished Marketing Educator Award.Dr. Ferrell has co-authored 20 books and more than 100 articles and papers in journals such as Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science and Journal of Public Policy & Marketing.

Edition details

• Publisher: Cengage Learning
• Publication date: 2012
• ISBN 10: 1285084799
• ISBN 13: 9781285084794
• Binding: Paperback
• Language: English
• Edition number: 6
• Number of pages: 347