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AuthorFerrell, O. C
TitleMarketing strategy / O. C. Ferrell, Michael D. Hartline, George H. Lucas
Imprint Australia : South-Western, 2002
Edition 2nd ed
Descript xxvi, 469 p


Strategic marketing planning -- Situation and environmental analysis -- SWOT analysis : a framework for developing marketing strategy -- Market segmentation, target marketing, and positioning -- Developing customer relationships through quality, value, and satisfaction -- Product strategy -- Developing a pricing strategy -- Distribution and supply chain management -- Integrated marketing communications -- Marketing implementation and control

Marketing -- Management Marketing -- Management -- Case studies

Chula Business School Library658.8 F383M 2002CHECK SHELVES
Communication Arts Library658.8 F383M 2002CHECK SHELVES

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