Marketing Strategy: Text and Cases, 8th Edition
By O.C. Ferrell, Michael D. Hartline, and Bryan W. Hochstein
 
Description:

Delve into the dynamic and evolving world of marketing with Marketing Strategy: Text and Cases, 8th Edition. This comprehensive resource equips students and professionals with the skills needed to create innovative, customer-oriented marketing strategies. The book takes a systematic approach, combining real-world examples from leading companies like Spotify, Tesla, and Netflix with insightful case studies, including challenges posed by the COVID-19 pandemic. Key areas of focus include strategic digital marketing, integrated communication, global market innovation, social media segmentation, and crisis preparedness.
 
With its engaging writing style and up-to-date research, this edition serves as an essential guide for those aiming to understand market trends, anticipate changes, and develop long-term strategies that foster customer loyalty and business growth. The inclusion of practical tools and theoretical frameworks makes it an invaluable resource for students and professionals alike.
 
About the Authors:
 
O.C. Ferrell is a distinguished professor and expert in business ethics, marketing strategy, and corporate social responsibility. His prolific contributions to academia and industry have earned him numerous awards.
 
Michael D. Hartline is a marketing scholar and dean with extensive experience in marketing management and strategy, bringing a wealth of practical insights to his writing.
 
Bryan W. Hochstein is a marketing professor whose research focuses on customer experience and sales strategy, providing a fresh perspective on modern marketing challenges.
 
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