Marketing Strategy

ISBN-10: 0324362722
ISBN-13: 9780324362725
Edition: 4th 2008
List price: $285.95
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Description: Thoroughly revised and updated, MARKETING STRATEGY, 4e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and--for the first time--photographs, the  More...

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Book details

List price: $285.95
Edition: 4th
Copyright year: 2008
Publisher: Cengage South-Western
Publication date: 2/2/2007
Binding: Paperback
Pages: 744
Size: 8.00" wide x 10.00" long x 1.25" tall
Weight: 2.794
Language: English

Thoroughly revised and updated, MARKETING STRATEGY, 4e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and--for the first time--photographs, the fourth 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. The book's focus is based on the creative process involved in applying marketing knowledge to developing and implementing marketing strategy. It includes a comprehensive planning framework and myriad examples for effectively developing and executing marketing plans. The authors stress the integration and coordination of marketing decisions with other functional business decisions as the key to achieving an organization's overall mission and vision. They also emphasize the need for integrity in the strategic planning process. Reflecting the textbook's most aggressive case revision program to date, the fourth edition includes several all-new cases written specifically for the text, outside cases from Harvard Business School, and favorite cases that are updated and rewritten with a new focus, giving students the opportunity to work on a range of challenges from a variety of organizations, including USA Today, Gillette, Mattel, Blockbuster, Mobile ESPN, Best Buy, IKEA, G.I. Joe, TiVo, Adidas, and more. Countless examples of successful planning and implementation illustrate how firms face the challenges of marketing strategy in today's economy. Continuing in the text's signature student-friendly style, the fourth edition covers essential points without getting bogged down in industry jargon--all in a succinct 12 chapters.

Marketing in Today's Economy
Introduction
The Challenges and Opportunities of Marketing in Today's Economy
Basic Marketing Concepts
What Is a Market?
What Is Exchange?
What Is a Product?
Major Marketing Activities and Decisions
Strategic Planning
Social Responsibility and Ethics
Research and Analysis
Developing Competitive Advantage
Marketing Strategy Decisions
Implementation and Control
Developing and Maintaining Customer Relationships
Taking on the Challenges of Marketing Strategy
Lessons from Chapter 1
Questions for Discussion
Exercises
Strategic Marketing Planning
Introduction
The Strategic Planning Process
Organizational Mission Versus Organizational Vision
Corporate or Business-Unit Strategy
Functional Goals and Objectives
Functional Strategy
Implementation
Evaluation and Control
The Marketing Plan
Marketing Plan Structure
Using the Marketing Plan Structure
Purposes and Significance of the Marketing Plan
Organizational Aspects of the Marketing Plan
Maintaining Customer Focus and Balance in Strategic Planning
Customer-Focused Planning
Balanced Strategic Planning
Lessons from Chapter 2
Questions for Discussion
Exercises
Marketing Ethics and Social Responsibility in Strategic Planning
Introduction
The Role of Ethics and Social Responsibility in Marketing Strategy
Dimensions of Social Responsibility
Marketing Ethics and Strategy
The Challenges of Being Ethical and Socially Responsible
Deceptive Practices In Marketing
Deceptive Communication and Promotion
Regulating Deceptive Marketing Practices
Organizational Determinants of Marketing Ethics and Social Responsibility
Codes of Conduct
Marketing Ethics and Leadership
Stakeholders, Market Orientation, and Marketing Performance
Market Orientation
Stakeholder Orientation
Marketing Performance
Incorporating Ethics and Social Responsibility into Strategic Planning
Lessons from Chapter 3
Questions for Discussion
Exercises
Collecting and Analyzing Marketing Information
Introduction
Conducting a Situation Analysis
Analysis Alone Is Not a Solution
Data Are Not the Same as Information
The Benefits of Analysis Must Outweigh the Costs
Conducting a Situation Analysis Is a Challenging Exercise
The Internal Environment
Review of Current Objectives, Strategy, and Performance
Availability of Resources
Organizational Culture and Structure
The Customer Environment
Who Are Our Current and Potential Customers?
What Do Customers Do with Our Products?
Where Do Customers Purchase Our Products?
When Do Customers Purchase Our Products?
Why (and How) Do Customers Select Our Products?
Why Do Potential Customers Not Purchase Our Products?
The External Environment
Competition
Economic Growth and Stability
Political Trends
Legal and Regulatory Issues
Technological Advancements
Sociocultural Trends
Collecting Marketing Data and Information
Secondary Information Sources
Primary Data Collection
Overcoming Problems in Data Collection
Lessons from Chapter 4
Questions for Discussion
Exercises
Developing Competitive Advantage and Strategic Focus
Introduction
Making SWOT Analysis Productive
Stay Focused
Search Extensively for Competitors
Collaborate with Other Functional Areas
Examine Issues from the Customers' Perspective
Look for Causes, Not Characteristics
Separate Internal Issues from External Issues
SWOT-Driven Strategic Planning
Strengths and Weaknesses
Opportunities and Threats
The SWOT Matrix
Developing and Leveraging Competitive Advantages
Establishing a Strategic Focus
Developing Marketing Goals and Objectives
Developing Marketing Goals
Developing Marketing Objectives
Moving Beyond Goals and Objectives
Lessons from Chapter 5
Questions for Discussion
Exercises
Customers, Segmentation, and Target Marketing
Introduction
Buyer Behavior in Consumer Markets
The Consumer Buying Process
Factors That Affect the Consumer Buying Process
Buyer Behavior in Business Markets
Unique Characteristics of Business Markets
The Business Buying Process
Market Segmentation
Traditional Market Segmentation Approaches
Individualized Segmentation Approaches
Criteria for Successful Segmentation
Identifying Market Segments
Segmenting Consumer Markets
Segmenting Business Markets
Target-Marketing Strategies
Lessons from Chapter 6
Questions for Discussion
Exercises
Product Strategy
Introduction
The Product Portfolio
The Challenges of Service Products
New Product Development
Branding Strategy
Strategic Issues in Branding Strategy
Packaging and Labeling
Differentiating and Positioning the Product Offering
Differentiation Strategies
Positioning Strategies
Managing Products and Brands Over Time
Development Stage
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Lessons from Chapter 7
Questions for Discussion
Exercises
Pricing Strategy
Introduction
The Role of Pricing in Marketing Strategy
The Seller's Perspective on Pricing
The Buyer's Perspective on Pricing
A Shift in the Balance of Power
The Relationship Between Price and Revenue
Key Issues in Pricing Strategy
Pricing Objectives
Supply and Demand
The Firm's Cost Structure
Competition and Industry Structure
Stage of the Product Life Cycle
Pricing Service Products
Price Elasticity of Demand
Situations That Increase Price Sensitivity
Situations That Decrease Price Sensitivity
Pricing Strategies
Base-Pricing Strategies
Adjusting Prices in Consumer Markets
Adjusting Prices in Business Markets
Fixed Versus Dynamic Pricing
Legal and Ethical Issues in Pricing
Price Discrimination
Price Fixing
Predatory Pricing
Deceptive Pricing
Lessons from Chapter 8
Questions for Discussion
Exercises
Distribution and Supply Chain Management
Introduction
Distribution and Supply Chain Concepts
Marketing Channel Functions
Channel Effectiveness and Efficiency
Strategic Issues in Distribution and Supply Chain Management
Marketing Channel Structure
Channel Integration
Creating and Enhancing Value in the Supply Chain
Conflict and Collaboration in the Supply Chain
The Basis of Conflict in the Supply Chain
Collaborative Supply Chains
Trends in Marketing Channels
Advancing Technology
Shifting Power in the Channel
Outsourcing Channel Functions
The Growth of Direct Distribution and Nonstore Retailing
The Growth of Dual Distribution
Legal and Ethical Issues in the Supply Chain
Dual Distribution
Exclusive Channel Arrangements
Tying Arrangements
Counterfeit Products
Lessons from Chapter 9
Questions for Discussion
Exercises
Integrated Marketing Communications
Introduction
Strategic Issues in Integrated Marketing Communications
Advertising
Types of Advertising
Determining the Advertising Budget
Evaluating Advertising Effectiveness
Public Relations
Public Relations Methods
Negative Public Relations
Personal Selling and Sales Management
The Sales Management Process
The Impact of Technology on Personal Selling
Sales Promotion
Sales Promotion in Consumer Markets
Sales Promotion in Business Markets
Lessons from Chapter 10
Questions for Discussion
Exercises
Marketing Implementation and Control
Introduction
Strategic Issues in Marketing Implementation
The Link Between Planning and Implementation
The Elements of Marketing Implementation
Approaches to Marketing Implementation
Implementation by Command
Implementation Through Change
Implementation Through Consensus
Implementation as Organizational Culture
Internal Marketing and Marketing Implementation
The Internal Marketing Approach
The Internal Marketing Process
Evaluating and Controlling Marketing Activities
Formal Marketing Controls
Informal Marketing Controls
Scheduling Marketing Activities
Lessons from Chapter 11
Questions for Discussion
Exercises
Developing and Maintaining Long-Term Customer Relationships
Introduction
Managing Customer Relationships
Developing Relationships in Consumer Markets
Developing Relationships in Business Markets
Quality and Value: The Keys to Developing Customer Relationships
Understanding the Role of Quality
Delivering Superior Quality
Understanding the Role of Value
Competing on Value
Customer Satisfaction: The Key to Customer Retention
Understanding Customer Expectations
Satisfaction Versus Quality Versus Value
Customer Satisfaction and Customer Retention
Customer Satisfaction Measurement
Lessons from Chapter 12
Questions for Discussion
Exercises
Cases
Napster
USA Today and the Future of Information Distribution
Saturn
Champ Car World Series
Blockbuster
Mobile ESPN
Gillette
Best Buy
New Belgium Brewing Company (A)
New Belgium Brewing Company (B)
Mattel, Inc.
PETCO Develops Successful Stakeholder Relationships
FedEx Corporation
IKEA
Mistine
Museum of Fine Arts Boston
G.I. Joe: Marketing an Icon
Strategic Inflection: TiVo in 2005
The Brand in the Hand: Mobile Marketing at adidas
Santa Fe Relocation Services: Regional Brand Management
Marketing Plan Worksheets
Example Marketing Plan
Endnotes
Brands and Companies Index
Name Index
Subject Index

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