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Marketing Strategy, 5th Edition

Marketing Strategy, 5th Edition
Author: O. C. Ferrell - Michael D. Hartline
ISBN 13: 9780538467384
ISBN 10: 53846738
Edition: 5th
Publisher: South-Western
Publication Date: 2010-04-01
Format: Paperback
Pages: 768
List Price: $306.95

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