Marketing Strategy, Text and Cases, 8e

Learn how to think and act like an
effective marketer and forward-focused disruptor in today’s dynamic,
fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING
STRATEGY, 8E. You learn to develop long-term, customer-oriented marketing strategy
and successful marketing plans with this edition’s systematic,
reader-friendly approach. The latest examples from organizations as familiar
as Spotify, Nintendo and Microsoft work with updated vignettes and the latest
research and data. New cases from Tesla, Netflix and even the recent COVID-19
pandemic clearly illustrate the need for marketers to think proactively and
anticipate change. You examine today’s trends, from strategic digital
marketing tools and integrated marketing communication to new marketing
models. This edition also discusses product labeling, social media
segmentation, crisis preparedness and innovation in global marketing as you
learn to analyze, plan and implement effective marketing strategies.