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Sinopsis: Thoroughly revised and updated, MARKETING STRATEGY, 5e 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 fifth 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. Continuing in the text's signature student-friendly style, the fifth edition covers essential points without getting bogged down in industry jargon--all in a succinct 12 chapters.
Biografía del autor:
O. C. Ferrell (Ph.D., Louisiana State University) is University Distinguished Professor of Business Ethics at Belmont University. He most recently served nine years as University Distinguished Professor Marketing and Creative Enterprise Scholar at the University of New Mexico. His academic research focuses on ethical decision-making, stakeholder relationships and social responsibility. He is a leading publisher in the area of marketing ethics and stakeholder orientation to achieve marketing performance in organizations. Dr. Ferrell is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee twice. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is Vice President of Publications for the Academy of Marketing Science. He has received the Cutco Vector Distinguished Marketing Educator Award from the Academy of Marketing Science. Dr. Ferrell is the co-author of 20 books and more than 100 articles. His articles have been published in the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF BUSINESS ETHICS, JOURNAL OF BUSINESS RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF PUBLIC POLICY & MARKETING, and THE ACADEMY OF MANAGEMENT EXECUTIVE, as well as other journals. His MARKETING: CONCEPTS AND STRATEGY TEXT, co-authored with Bill Pride, is one of the most widely adopted principles of marketing text in the world. BUSINESS ETHICS: ETHICAL DECISION MAKING AND CASES is co-authored with John Fraedrich and Linda Ferrell and is a leading business ethics. Dr. Ferrell has served as an expert witness on marketing issues for a number of legal cases over the past 20 years. He has been quoted in leading business publications such as USA TODAY and WALL STREET JOURNAL, and he has appeared on NBC's The Today Show discussing marketing-related issues.
Michael D. Hartline (Ph.D., The University of Memphis) is Associate Dean for Strategic Initiatives and the Charles A. Bruning Professor of Business Administration in the College of Business at Florida State University, where he is responsible for external relations, executive education, and strategic programs. He also serves as Vice President of Development for the Academy of Marketing Science. Dr. Hartline primarily teaches graduate courses in Marketing Strategy and Corporate Affairs Management, as well as undergraduate courses in Services Marketing. He has won many teaching and research awards, made many presentations to industry and academic audiences, and co-chaired two international conferences. Dr. Hartline's research appears in the Journal of Marketing, the Journal of Service Research, the Journal of Business Research, and other outlets. He also coauthors Marketing Strategy, a widely used textbook. Dr. Hartline has served as a consultant to several for-profit and non-profit organizations in the areas of marketing plan development, market feasibility analysis, customer satisfaction measurement, customer service training, and pricing policy. He has also worked with Pfizer, Inc. in the corporate affairs, government relations, and philanthropy areas.
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Descripción Cengage Learning, 2010. Paperback. Estado de conservación: Acceptable. May contain light to heavy markings, water damage, binding damage, missing CDs, and heavy wear and tear. Contains all pages. International Customers: Items over 3 lbs may incur additional shipping charges. Nº de ref. de la librería mon0000878195
Descripción South-Western College Pub, 2010. Paperback. Estado de conservación: Good. Item may show signs of shelf wear. Pages may include limited notes and highlighting. Includes supplemental or companion materials if applicable. Access codes may or may not work. Connecting readers since 1972. Customer service is our top priority. Nº de ref. de la librería mon0001120431
Descripción South-Western, 2010. Paperback. Estado de conservación: Good. Nº de ref. de la librería mon0002341711
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Descripción Estado de conservación: Very Good. This book is in good condition and ready for immediate shipment to any US location by an experienced seller. CDs and Access codes and other peripherals may not be included as is the case with most used books. Thanks for shopping with us. book. Nº de ref. de la librería 52143
Descripción Paperback. Estado de conservación: Good. Used book in GOOD condition. Good enough to read. Binding in GOOD shape with no missing pages. Cover has visible wear. Markings, writings and highligtings inside the book. Text ONLY. Does NOT include accessories such as CD, DVD, access code etc. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Nº de ref. de la librería 053846738XGOA
Descripción South-Western, 2010. Paperback. Estado de conservación: Used: Good. Nº de ref. de la librería 12811022
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Descripción Estado de conservación: Very Good. Book Condition: Very Good. Nº de ref. de la librería 97805384673843.0
Descripción Cengage Learning, 2010. Soft cover. Estado de conservación: Very Good. 5th Edition. Paperback. In Very Good Condition. 743 Pages With The Index.We ship from the USA and Canada. Nº de ref. de la librería 034101