Marketing Strategy, Text and Cases

Book Summary:

This Book provides an in-depth exploration of strategic marketing concepts, blending theory with practical real-world applications. The book emphasizes the importance of developing a customer-focused approach to building competitive advantage in the market. It discusses various strategic marketing tools, frameworks, and case studies to illustrate how organizations can create and implement effective marketing strategies. Key topics include market segmentation, targeting, positioning, and the role of innovation in sustaining long-term growth. The book is designed to equip students and professionals with the knowledge needed to make strategic marketing decisions in a dynamic business environment.

ISBN’s: 9781285073040, 9781285170435

Authors:

O. C. Ferrell, Michael Hartline