Marketing Strategy: Texts and Cases

MARKETING STRATEGY teaches students to think and act like marketers. Students learn to develop a customer-oriented market strategy and market plan. This practical approach to analyzing, planning, and implementing marketing strategies is based on applying marketing concepts to the development and implementation of marketing strategy.

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.