Marketing strategy : text and cases / O. C. Ferrell, Michael D. Hartline.

Part 1 Setting the stage for marketing strategy -- Marketing in today's economy -- Strategic marketing planning -- Part 2 Discovering market opportunities -- Collecting and analyzing marketing information -- Developing competitive advantage and strategic focus -- Part 3 Developing marketing strategy -- Customers, segmentation , and target marketing -- The marketing program -- Branding and positioning -- Part 4 Putting strategy into action -- Ethics and social responsibility in marketing strategy -- Marketing implementation and control -- Developing and maintaining long-term customer relationships -- Part 5 Cases -- Case 1 USA Today: Innovation in an evolving industry -- Case 2 Apple's winning marketing strategy -- Case 3 Monsanto balances the interests of multiple stakeholders -- Case 4 New Belgium brewing (A): gaining competitive advantage through socially responsible marketing -- Case 5 New Belgium brewing (B): developing a brand personality -- Case 6 Mattel confronts its marketing challenges -- Case 7 Mistine: Direct selling in the Thai cosmetics market -- Case 8 BP struggles to repair its tarnished reputation -- Case 9 Chevrolet: 100 years of product innovation -- Case 10 Wyndham worldwide adopts a stakeholder orientation marketing strategy -- Case 11 NASCAR: can't keep a good brand down -- Case 12 IndyCar: seeking a return to motorsports' fast lane -- Case 13 Zappos: delivering happiness -- Case 14 Sigma marketing: strategic marketing adaptation -- Case 15 Netflix fights to stay ahead of a rapidly changing market -- Case 16 Gillette: why innovation may not be enough -- Case 17 IKEA slowly expands its U.S. market presence -- Case 18 Sushilicious: standing out in a crowded field -- Case 19 Troble brews at Starbucks -- Case 20 Groupon -- Appendix Marketing plan worksheets.

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