MARKETING STRATEGY
Product Details
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Paperback : 744 pages
Author : O. C. Ferrell, Michael Hartline
Publisher: Cengage South-Western,5th edition, 2010
Language: English
ISBN: 9780538467445
Product Description
Thoroughly revised and updated, MARKETING MANAGMENT STRATEGIES, 5e,
International Edition 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.
About the Author
Dr. O. C. Ferrell (Ph.D., Louisiana State University) is Professor of Marketing and Creative
Enterprise Scholar at the Anderson Schools of Management at the University of New
Mexico. Dr. Ferrell's has a distinguished teaching career including being a Distinguished
Professor of Business Ethics at the University of Wyoming, Marketing Chair at Colorado
State University, Professor of Marketing and Business Ethics at the University of Memphis,
professor at the University of Tampa, Texas A&M University, Illinois State University, and
Southern Illinois University. His MBA and BA degrees are from Florida State University.
Needless to say his teaching career is broad including courses up and down the marketing
curriculum?both domestically and internationally. Dr. Ferrell is also an accomplished author
with contributions within 17 books and more than 75 articles. Dr. Ferrell has served as an
expert witness in many high-profile civil litigation cases related to marketing ethics. More
recently he has assisted international corporations and worked with state regulatory agencies
in modifying marketing programs to maintain compliance with both ethical and legal
requirements. He has appeared on the NBC Today show and he has been quoted in national
papers such as USA Today.
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.