Preface.
About the Authors.

Pt. I: Setting the stage for marketing strategy
1. Marketing in Today’s Economy.
2. Strategic Marketing Planning.
pt. II: Discovering market opportunities
3. Collecting and Analyzing Marketing Information.
4. Developing Competitive Advantage and Strategic Focus.
pt. III: Developing marketing strategy
5. Customers, Segmentation, and Target Marketing.
6. The Marketing Program.
7. Branding and Positioning.
pt. IV: Putting strategy into action
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.

Learn how to think and act like an effective marketer and forward-focused disruptor in today's dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING STRATEGY, 8E. 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.