Marketing Strategy

O.C. Ferrell is The James T. Pursell Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures, Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing at the Anderson School of Management at University of New Mexico. He has also been on the faculties of the University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. He received his PhD in marketing from Louisiana State University. He is past president of the Academic Council of the American Marketing Association, and he chaired the American Marketing Association Ethics Committee. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. In addition, he is a former member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow and an Academy of Marketing Science Distinguished Fellow. He was the vice president of publications and is president of the Academy of Marketing Science. He was the first recipient of the Marketing Education Innovation Award from the Marketing Management Association. He received a Lifetime Achievement Award from the Macromarketing Society and a special award for service to doctoral students from the Southeast Doctoral Consortium. He received the Harold Berkman Lifetime Service Award from the Academy of Marketing Science and, more recently, the Cutco/Vector Distinguished Marketing Educator Award. Dr. Ferrell is the co-author of 20 books and more than 100 published articles and papers. His articles have been published in the Journal of Marketing Research, the Journal of Marketing, the Journal of Business Ethics and the Journal of Business Research as well as other journals. Michael D. Hartline is dean and Charles A. Bruning Professor of Business Administration in the College of Business at Florida State University. Prior to becoming dean in 2015, Dr. Hartline served the FSU College of Business as associate dean from 2011 to 2015 and functioned as chair of the Department of Marketing from 2006 to 2011. Dr. Hartline earn his Ph.D. from the University of Memphis. He has authored or co-authored numerous books and articles, including several publications in top-tier journals. He has served on the editorial review boards of several academic journals, made numerous presentations to industry and academic audiences and has co-chaired two international conferences for the American Marketing Association. He is also the former vice president of development for the Academy of Marketing Science. Dr. Hartline has won numerous teaching and research awards, has taught M.B.A. courses in marketing strategy and corporate reputation management and has taught undergraduate courses in services marketing and retailing. In addition, he has served as a consultant to several for-profit and nonprofit organizations in the areas of marketing plan development, market feasibility analysis, customer satisfaction measurement, customer service training and pricing policy. His research interests include customer-contact issues in service delivery, service quality and productivity, new service development and non-ownership consumption. Bryan W. Hochstein is an assistant professor of marketing in the Culverhouse College of Business, University of Alabama. Prior to his appointment at the University of Alabama, Dr. Hochstein worked in industry as a sales executive at Time Warner Media. Dr. Hochstein earned his Ph.D. from Florida State University. In his current role, he conducts research on sales topics and the emerging area of customer success management. Dr. Hochstein specializes in advancing academic research on emerging topics and regularly facilitates academic and industry discussions via thought leadership forums, at industry conferences and through more than 500 interviews of salespeople and executives. His research regularly appears in professional publications such as the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Service Research, Industrial Marketing Management, Journal of Retailing, Journal of Personal Selling and Sales Management, Journal of Business Research and Marketing Letters. Dr. Hochstein teaches master-level courses designed to bring real-world topics to the classroom. Students within his courses engage with industry partners who help develop job-relevant skills and professional networks that lead to quality employment opportunities. In his free time, Dr. Hochstein applies his knowledge of sales and marketing to mentor and help various nonprofit organizations.

• Preface.About the Authors.1. Marketing in Today’s Economy.2. Strategic Marketing Planning.3. Collecting and Analyzing Marketing Information.4. Developing Competitive Advantage and Strategic Focus.5. Customers, Segmentation, and Target Marketing.6. The Marketing Program.7. Branding and Positioning.8. Ethics and Social Responsibility in Marketing Strategy.9. Marketing Implementation and Control.10. Developing and Maintaining Long-Term Customer Relationships.Cases.Marketing Plan Worksheets.Index.