Marketing Strategy,
8th Edition

O. C. Ferrell, Michael Hartline, Bryan W. Hochstein

ISBN-13: 9780357516300
Copyright 2022 | Published
576 pages | List Price: USD $312.95

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.


About the Authors.
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.
Marketing Plan Worksheets.

  • 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. In addition, 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 the 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.

  • Bryan W. Hochstein

    Bryan W. Hochstein is an assistant professor of marketing in the Culverhouse College of Business, University of Alabama. Prior to his appointment at the University of Alabama, Dr. Hochstein worked in industry as a sales executive at Time Warner Media. Dr. Hochstein earned his Ph.D. from Florida State University. In his current role, he conducts research on sales topics and the emerging area of customer success management. Dr. Hochstein specializes in advancing academic research on emerging topics and regularly facilitates academic and industry discussions via thought leadership forums, at industry conferences and through more than 500 interviews of salespeople and executives. His research regularly appears in professional publications such as the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Service Research, Industrial Marketing Management, Journal of Retailing, Journal of Personal Selling and Sales Management, Journal of Business Research and Marketing Letters. Dr. Hochstein teaches master-level courses designed to bring real-world topics to the classroom. Students within his courses engage with industry partners who help develop job-relevant skills and professional networks that lead to quality employment opportunities. In his free time, Dr. Hochstein applies his knowledge of sales and marketing to mentor and help various nonprofit organizations.

  • NEW AND UPDATED OPENING VIGNETTES PROMPT INTEREST IN THE CHAPTER'S OVERARCHING THEME. Every opening vignette in this edition is new or revised to reflect the most current developments in marketing today. These powerful introductions to each chapter illustrate real marketing planning or marketing strategy in action within actual organizations. These vignettes address topics such as corporate culture, product labeling, social media segmentation and innovation.

  • THOROUGHLY UPDATED FOUNDATIONAL CONTENT DEPICTS CURRENT TRENDS AND ADVANCEMENTS IN MARKETING. Each chapter’s framework, concepts, research and examples reflect the latest changes in marketing strategy today. This edition emphasizes marketing disruption and innovation with an increased focus on the critical role of digital technology in marketing planning. Students also examine new marketing models. More in-depth content examines how firms build long-term retention by connecting products to customer success.

  • REAL, MEMORABLE EXAMPLES REINFORCE KEY CONCEPTS AND TIMELY TOPICS. Numerous examples of marketing strategy and related topics, drawn from familiar, real organizations, support this edition's reader-friendly presentation. Concepts come to life as students examine challenges and successes in marketing and strategic planning in today's market.

  • SPECIAL FEATURES DRAW EXTRA ATTENTION TO RELEVANT AND CURRENT APPLICATIONS. Multiple new or updated boxed features in each chapter clearly demonstrate how organizations apply specific marketing concepts in today’s business landscape. Relevant and compelling, these features focus on marketing strategies at work in organizations popular with students, such as Spotify, Kroger, Nintendo and Microsoft.

  • NEW AND UPDATED EXHIBITS REINFORCE AND EXPAND UPON IMPORTANT CONCEPTS AND TOPICS. Informative, appealing exhibits visually build upon major topics using the latest information, data and statistics to clarify concepts and increase comprehension and retention.

  • NEW CASES DEMONSTRATE MARKETING STRATEGIES AND CONCEPTS IN ACTION. Students gain a deeper understanding of marketing strategy and its applications as engaging cases -- most new in this edition -- highlight topics such as customer success, today's marketing mix, corporate social responsibility, crisis preparedness, global marketing and the power of integrated marketing communication. One new case examines the COVID-19 pandemic's impacts on marketing strategy and trends, while other cases feature businesses ranging from Tesla and Netflix to Patagonia and Walmart.

  • CLEARLY DEFINED KEY TERMS PREPARE STUDENTS TO WORK IN PROFESSIONAL MARKETING-RELATED ROLES. Key term within this edition are immediately defined and help readers identify core themes and better understand important topics, all while building their marketing vocabulary.

  • "BEYOND THE PAGES" FEATURES PORTRAY DYNAMIC CHANGES AND INFLUENCES IN CONTEMPORARY MARKETING STRATEGY. Each chapter contains three "Beyond the Pages" features set apart in distinct boxes. Chapter-opening vignettes capture dynamic changes in marketing that influence marketing strategies. These features profile actual companies with behind-the-scenes looks at how they apply marketing concepts in real life.

  • "LESSONS FROM THE CHAPTER" SUMMARIZE KEY TOPICS FOR QUICK, CONVENIENT REVIEW. These thorough summaries at the end of each chapter clearly outline key lessons from the previous chapter to help students review major concepts. These end-of-chapter summaries can act as handy study aids for today's busy students.

  • MARKETING PLAN WORKSHEETS GUIDE STUDENTS IN WRITING FORMAL MARKETING PLANS. These carefully developed worksheets serve as useful planning tools, helping students ensure they've included all important information in the marketing plan. Students learn to organize and structure data, understand and convey a firm’s strengths and weaknesses as well as recognize opportunities and threats. With this background, students develop goals and objectives, develop a marketing strategy and outline a plan for implementing the strategy.

  • POWERPOINT PRESENTATION SLIDES ENGAGE STUDENTS WHILE REDUCING PREPARATION TIME. This edition's PowerPoint slides offer invaluable, captivating visual support for your classroom. For your convenience, each chapter's content is broken down into multiple modules to make the visual content easier to deliver and discuss.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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