Marketing strategy / O. C. Ferrell, Michael D. Hartline, George H. Lucas

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

CONTENT

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

LOCATION	CALL#	STATUS
Chula Business School Library	658.8 F383M 2002	CHECK SHELVES
Communication Arts Library	658.8 F383M 2002	CHECK SHELVES

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