A new edition of this text is available here
AUTHORS: Ferrell/Hartline - ©2011
Thoroughly revised and updated, MARKETING STRATEGY, 5e continues with one primary goal: to teach you to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and--for the first time--photographs, the fifth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies--helping you learn to develop a customer-oriented market strategy and market plan. You will sharpen your analytical and creative critical thinking skills as you 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. Continuing in the text’s signature reader-friendly style, the fifth edition covers essential points without getting bogged down in industry jargon--all in a succinct 12 chapters.
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