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Marketing Strategy

ISBN-10: 053846738X
ISBN-13: 9780538467384
Edition: 5th 2011
List price: $285.95
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Book details

List price: $285.95
Edition: 5th
Copyright year: 2011
Publisher: Cengage South-Western
Publication date: 4/1/2010
Binding: Paperback
Pages: 768
Size: 7.75" wide x 9.75" long x 1.00" tall
Weight: 3.234
Language: English

Michael D. Hartline (Ph.D., The University of Memphis) is Associate Professor and Chair of the Marketing Department in the College of Business at Florida State University. Prior to joining the FSU faculty in 2001, Dr. Hartline taught 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. Dr. Hartline has taught many different courses, but primarily teaches the MBA course in Marketing Strategy and undergraduate courses in Services Marketing and Service Operations Management. He has won many teaching and research awards and has made many presentations to industry and academic audiences. Dr. Hartline's research focus addresses marketing implementation issues in service firms, especially issues related to managing customer-contact employees. His research appears in the Journal of Marketing, the Journal of Service Research, the Journal of Business Research, the Journal of Services Marketing, the Cornell Quarterly, the Journal of Relationship Marketing, the Journal of Strategic Marketing, the Journal of Business Ethics, and the Marketing Science Institute Working Paper Series. Dr. Hartline and his wife Marsha live in Tallahassee with their daughters, Meghan, Madison, and Mallory.

Setting the Stage for Marketing Strategy
Marketing in Today's Economy
Strategic Marketing Planning
Marketing Ethics and Social Responsibility in Strategic Planning
Discovering Market Opportunities
Collecting and Analyzing Marketing Information
Developing Competitive Advantage and Strategic Focus
Developing Market Strategy
Customers, Segmentation, and Target Marketing
Product Strategy
Pricing Strategy
Distribution and Supply Chain Management
Integrated Marketing Communications
Putting Strategy into Action
Marketing Implementation and Control
Developing and Maintaining Long-Term Customer Relationship?
Cases
Gillette: Product and Marketing Innovation
Monsanto Balances the Needs and Concerns of Multiple Stakeholders
NASCAR: a Branding Success
The Indy Racing League (IRL): Driving for First Place
Blockbuster Fights for Survival Against Intense Competition
Sigma Marketing: Innovation in a Changing Environment
Mattel: Overcoming Marketing and Manufacturing Challenges
New Belgium Brewing (A): Social Responsibility as a Competitive Advantage
New Belgium Brewing (B): Developing a Brand Personality
IKEA Looks to Further Penetrate the U.S. Market
USA Today: Innovation and Evolution in a Troubled Industry
Hottie Hawg's Smokin' BBQ Embraces Its Future
FedEx: Building a Global Distribution Powerhouse
Mistine: Direct Selling in the Thai Cosmetics Market
BP Focuses on Sustainability to Repair Its Reputation
eHarmony (Harvard Case)
The Home Depot, Inc. (Harvard Case)
Molson Canada: Social Media Marketing (Ivey Case)
IMAX: Larger than Life (Ivey Case)
Best Buy (Ivey)
Tools for Developing a Marketing Plan
Marketing Plan Worksheets
Example Marketing Plan (VirPharm, Inc.)

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