Test Bank for Marketing Strategy, Text and Cases, 6th Edition, O. C. Ferrell, Michael Hartline, ISBN-10: 1285084799, ISBN-13: 9781285084794, ISBN-10: 1285073045, ISBN-13: 9781285073040

Test Bank for Marketing Strategy, Text and Cases, 6th Edition, O. C. Ferrell, Michael Hartline, ISBN-10: 1285084799, ISBN-13: 9781285084794, ISBN-10: 1285073045, ISBN-13: 9781285073040

Table of Contents

Part 1: SETTING THE STAGE FOR MARKETING STRATEGY.
1. Marketing in Today’s Economy.
2. Strategic Marketing Planning.
Part 2: DISCOVERING MARKET OPPORTUNITIES.
3. Collecting and Analyzing Marketing Information.
4. Developing Competitive Advantage and Strategic Focus.
Part 3: DEVELOPING MARKETING STRATEGY.
5. Customers, Segmentation, and Target Marketing.
6. The Marketing Program.
7. Branding and Positioning.
Part 4: PUTTING STRATEGY INTO ACTION.
8. Ethics and Social Responsibility in Marketing Strategy.
9. Marketing Implementation and Control.
10. Developing and Maintaining Long-Term Customer Relationships.