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Marketing Strategy

Marketing Strategy
Author: O. C. Ferrell - Michael Hartline
ISBN 13: 9780324362725
ISBN 10: 324362722
Edition: 4
Publisher: South-Western College Pub
Publication Date: 2007-02-02
Format: Paperback
Pages: 744
List Price: $297.95

The market planning framework outlined in this textbook develops competitive marketing strategies by analyzing an organization's internal strengths and weaknesses and external opportunities and threats. Twenty case studies are provided in the second part of the book. The third edition adds an opening chapter on recent marketing trends and a closing chapter on ethics and social responsibility. Annotation ©2004 Book News, Inc., Portland, OR