Marketing Strategy

by O.C. Ferrell, Michael D. Hartline, George H. Lucas

Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps students develop a customer-oriented market strategy and market plan. Marketing Strategy, 2e is an appropriate text for the capstone course in Marketing or the MBA level course in Marketing.

Genres: Business, Reference

384 pages, Hardcover

First published November 1, 2007

About the author

Dr. O.C. Ferrell is the James T. Pursell, Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures at Auburn University. He has served on the faculty at Belmont University, the University of New Mexico, University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, University of Michigan, Illinois State University, and Southern Illinois University.

Reviews

[Josiah Richardson · Rating 3 out of 5]

Read for marketing in MBA program. Helpful but tedious and slightly out of date.

[Jamie Mobley · Rating 4 out of 5]

This was a great book for my Strategic Marketing class, fall semester 2020. It was still pretty relevant for today’s market; just keep in mind it’s from 2014. Still a lot of great information and tactics, and it’s all delivered in an easy to understand way.

[Tita Leelathipkul · Rating 4 out of 5]

It was my optional book for my Competitive Strategy Class

[Phillip Saginario · Rating 1 out of 5]

I'll eat my socks if I end up with a career in Marketing

[Amanda J]

Used this text along with Cadotte's Marketplace game as part of my MBA program.

[Theanhdth]

everyone that be learning MBA,
need to read it