Marketing Strategy » (5th Edition)

Dr. O. C. Ferrell (Ph.D., Louisiana State University) is Professor of Marketing and Creative Enterprise Scholar at the Anderson Schools of Management at the University of New Mexico. Dr. Ferrell's has a distinguished teaching career including being a Distinguished Professor of Business Ethics at the University of Wyoming, Marketing Chair at Colorado State University, Professor of Marketing and Business Ethics at the University of Memphis, professor at the University of Tampa, Texas A&M University, Illinois State University, and Southern Illinois University. His MBA and BA degrees are from Florida State University. Needless to say his teaching career is broad including courses up and down the marketing curriculum-both domestically and internationally. Dr. Ferrell is also an accomplished author with contributions within 17 books and more than 75 articles. Dr. Ferrell has served as an expert witness in many high-profile civil litigation cases related to marketing ethics. More recently he has assisted international corporations and worked with state regulatory agencies in modifying marketing programs to maintain compliance with both ethical and legal requirements. He has appeared on the NBC Today show and he has been quoted in national papers such as USA Today.

Michael D. Hartline (Ph.D., The University of Memphis) is Associate Professor and Chair, Department of Marketing, College of Business, The Florida State University. Prior to joining the FSU faculty in 2001, Dr. Hartline was on faculty at the University of Arkansas at Little Rock, Louisiana State University, and Samford University. His MBA and B.S. degrees are from Jacksonville State University in Alabama. Dr. Hartline has taught many different courses, but primarily teaches MBA courses in Marketing Strategy and Corporate Affairs Management, as well as undergraduate courses in Services Marketing and Service Operations Management. He has won many teaching and research awards and has made many presentations to industry and academic audiences. Dr. Hartline has also served as a consultant to several for-profit and non-profit organizations in the areas of marketing plan development, market feasibility analysis, customer satisfaction measurement, customer service training, and pricing policy. He most recently worked with Pfizer, Inc. in the corporate affairs, philanthropy, and government relations areas.

The market planning framework outlined in this textbook develops competitive marketing strategies by analyzing an organization's internal strengths and weaknesses and external opportunities and threats. Twenty case studies are provided in the second part of the book. The third edition adds an opening chapter on recent marketing trends and a closing chapter on ethics and social responsibility. Annotation ©2004 Book News, Inc., Portland, OR