Marketing Strategy

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.

O.C. Ferrell (Ph.D., Louisiana State University) is the James T. Pursell Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures in the Raymond J. Harbert College of Business at 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 been on the faculties of the University of Wyoming, Colorado State University, the University of Memphis, Texas A&M University, Illinois State University, the University of Michigan, and Southern Illinois University. He is past president of the Academy of Marketing Science. He is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee. Under his leadership, the committee developed the AMA Code of Ethics and the AMS Code of Publishing Ethics. In addition, he is a 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 served for nine years as the vice president of publications for the Academy of Marketing Science. He was the first recipient of the Marketing Education Innovation Award from the Marketing Management Association. He received a Lifetime Achievement Award from the Macromarketing Society and a special award for service to doctoral students from the Southeast Doctoral Consortium. He received the Harold Berkman Lifetime Service Award and the Cutco Vector Distinguished Marketing Educator Award from the Academy of Marketing Science.

Michael D. Hartline (Ph.D., University of Memphis) is Dean and Charles A. Bruning Professor of Business Administration at the Herbert Wertheim College of Business at Florida State University (FSU). At FSU, he previously served as Interim Vice President of University Advancement, Associate Dean for Strategic Initiatives, and Chair of the Rockwood School of Marketing. Prior to joining FSU, Dr. Hartline served on faculty at the University of Arkansas at Little Rock, Louisiana State University, and Samford University. His MBA and B.S. degrees are from Jacksonville State University in Alabama. As dean, Dr. Hartline leads an accomplished family of faculty, staff, students, and alumni in pursuit of the college’s “Path to Preeminence” with a focus on student and faculty excellence, advancement, and preeminent academic programs. His work centers on strengthening academic quality while building the external partnerships and philanthropic support necessary to sustain long‑term institutional impact. Over the past decade, he has helped secure more than $290 million in philanthropic support for college and university initiatives. Dr. Hartline has won numerous teaching and research awards. He primarily teaches MBA courses in Marketing Strategy and Corporate Reputation Management and undergraduate courses in Services Marketing and Retail Management. His research addresses implementation issues in service firms, customer-contact issues in service delivery, service quality and productivity, new service development, and non-ownership consumption. Specifically, his work examines the role of customer-contact employees and workgroups in the effective delivery of quality service to customers.

Bryan W. Hochstein (Ph.D., Florida State University) is an Associate Professor of Marketing and holds the Bromberg Family Endowed Professorship in Marketing at the University of Alabama. Bryan is the Ph.D. Program Coordinator at Alabama and leads the University’s Master-level Professional Sales Concentration. Dr. Hochstein’s industry-focused research has been published in Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Personal Selling and Sales Management, Journal of Service Research, Journal of Retailing, Industrial Marketing Management, and other leading outlets. Dr. Hochstein is a co-author of the textbooks, “Marketing Strategy,” 8th Edition (Cengage) and “Sales Management” (Stukent). Dr. Hochstein is a thought leader on sales and customer success management topics. He regularly facilitates academic and industry discussions via thought leadership forums, industry conferences, and research interviews across global business settings. Before his current role, Bryan was a sales executive with Time Warner Media and worked in Retail Management. Bryan and his family reside in Northport, Alabama, and enjoy community, church, university, and Civil Air Patrol service opportunities.