Marketing strategy : text and cases

dc.contributor.author	Ferrell, O.C.
dc.contributor.author	Hartline, Michael D.
dc.contributor.author	Hochstein, Bryan W.
dc.date.issued	2022
dc.identifier.isbn	978-0-357-51630-0
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/13256
dc.description.abstract	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.
dc.format	xix, 536 p. : ill.
dc.language.iso	en
dc.publisher	Cengage Learning, Inc.
dc.subject	Marketing
dc.subject	Management
dc.subject	Case studies
dc.title	Marketing strategy : text and cases
dc.type	Book
dc.description.version	8th edition