Nelson Higher Education

Higher Education

Marketing Strategy, Text and Cases, 6th Edition

  • O. C. Ferrell
  • Michael Hartline
  • ISBN-10: 1285073045
  • ISBN-13: 9781285073040
  • 624 Pages | Paperback
  • Previous Editions: 2011, 2008, 2005
  • COPYRIGHT: 2014 Published
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About the Product

MARKETING STRATEGY 6th edition emphasizes teaching students to think and act like marketers. It presents strategy from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today--helping students develop a customer-oriented market strategy and market plan. Its practical approach to analyzing, planning, and implementing marketing strategies is based on the creative process involved in applying marketing concepts to the development and implementation of marketing strategy. An emphasis on critical thinking enables students to understand the essence of how marketing decisions fit together to create a coherent strategy. Well-grounded in developing and executing a marketing plan, the text offers a complete planning framework, thorough marketing plan worksheets, and a comprehensive marketing plan example for students to follow. Available with InfoTrac® Student Collections


  • There is a focus on the strategic planning process and the writing of a marketing plan.

  • Cases are shorter and focus on strategic issues rather than number crunching.

  • This edition is now a concise 10 chapters in length, making it easily teachable within a one semester course.

  • There are two distinct versions available for this edition: A text and cases version and a text-only version, which can be used with a separate simulation or supplemented by instructors' own case materials.

  • A continued user-friendly writing style covers essential points without heavy use of jargon.

  • Real-World Emphasis: The goal of MARKETING STRATEGY is to encourage students to think and act like a marketer. By discussing the key concepts and tools of marketing strategy, the text's emphasis on critical thinking--both analytical and creative--allows students to understand the essence of how marketing decisions fit together to create an effective, coherent strategy.

About the Author

O. C. Ferrell

O. C. Ferrell is the James T. Pursell Sr. Eminent Scholar Chair in Ethics and director of the Center for Ethical Organizational Cultures in the Raymond J. Harbert College of Business at Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing in the Anderson School of Management at University of New Mexico. He also taught at University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. Dr. Ferrell received his Ph.D. in marketing from Louisiana State University. He is a past president of the Academic Council of the American Marketing Association and previously chaired the American Marketing Association Ethics Committee that developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. Dr. Ferrell is past president of the Academy of Marketing Science, where he also served as vice president of publications. He is a 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. Dr. Ferrell has received a Lifetime Achievement Award from Macromarketing Society, an Southeast Doctoral Consortium award for service to doctoral students as well as the Harold Berkman Lifetime Service Award and the Cutco Vector Distinguished Marketing Educator Award -- both from the Academy of Marketing Science. Dr. Ferrell has co-authored 20 books and more than 100 articles and papers in journals such as Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science and Journal of Public Policy & Marketing.

Michael Hartline

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.

Table of Contents

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.
Part 5: CASES.
1. USA Today: Innovation in an Evolving Industry.
2. Apple’s Winning Marketing Strategy.
3. Monsanto Balances the Interests of Multiple Stakeholders.
4. New Belgium Brewing (A): Gaining Competitive Advantage Through Socially Responsible Marketing.
5. New Belgium Brewing (B): Developing a Brand Personality.
6. Mattel Confronts Its Marketing Challenges.
7. Mistine: Direct Selling in the Thai Cosmetics Market.
8. BP Struggles to Repair Its Tarnished Reputation
9. Chevrolet: 100 Years of Product Innovation.
10. Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy.
11. NASCAR: Can’t Keep a Good Brand Down.
12. IndyCar: Seeking a Return to Motorsports’ Fast Lane.
13. Zappos: Delivering Happiness.
14. Sigma Marketing: Strategic Marketing Adaptation.
15. Netflix Fights to Stay Ahead of a Rapidly Changing Market.
16. Gillette: Why Innovation May Not Be Enough.
17. IKEA Slowly Expands Its U.S. Market Presence.
18. IVEY: Sushilicious: Standing Out in a Crowded Field.
19. IVEY: Trouble Brews at Starbucks.
20. IVEY: Groupon
Appendix A: Marketing Plan Worksheets.

New to this edition

  • Updated content: This edition has been thoroughly updated and revised with expanded coverage throughout the text of recent events in marketing practice by well-known global companies.
  • Cases: Eight cases are new to this edition, detailing current and relevant topics and companies, including: Netflix, Wyndham, Apple, and Chevrolet. The remaining cases have been fully updated to include the most current information.
  • Length: This edition has been shortened from 12 to 10 chapters, with a better integration of marketing program elements throughout and a separate chapter on branding/positioning.
  • Versions: Two distinct versions are available this edition: One that includes the text and cases and one that is text-only for use with a separate simulation or case materials.


All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Instructor's Resource CD-ROM  (ISBN-10: 1285170040 | ISBN-13: 9781285170046)

For your convenience, the IRCD includes the Instructor's Manual, the ExamView Test Bank, and the PowerPoint® slides in one easily accessible resource. Extra resources include sample syllabi, and an electronic version of the Marketing Plan Worksheets that appear in Appendix A of the text.