Updated and new mini-cases at the beginning of each chapter introduce and illustrate major concepts and strategies discussed in each chapter to help students connect book concepts to real world marketing strategy situations and problems.
Hundreds of updated examples that demonstrate to students marketing strategies and practices as they are applied products and services in the domestic and global marketplace.
Marketing Plan Exercises at the end of each chapter. Instructors may assign, modify, or supplement these exercises as a means of providing detailed direction for a course, and of tying elements of that project directly to each chapter’s concepts and tools.
“Understanding Market Opportunities,” a new combined chapter dealing with the market environment and industry and competitive analysis. By integrating material dealing with various aspects of the external environment, this new chapter provides a more comprehensive framework for evaluating the attractiveness of industries and markets at both the macro and micro level.
Product Life Cycle and its strategic implications overview has been moved to the beginning of Section Three, where it serves as the foundation for Chapters 8, 9 and 10, which discuss marketing strategies for product-markets in different stages of development.
Retained Features:
Strong Cross-Functional Coverage: Explores strategic relationships within marketing, the strategic environment and within the firm. Students need to see that marketing manager’s ability to effectively implement a strategic marketing program depends of the cooperation and competence of all the functional areas within the organization.
Strong Integration throughout the text of global examples, technology, ethical issues and services- these topics are the foundation of any marketing activity and their integration throughout each chapter underscores their importance to students.
Complete coverage of marketing relationships and alliances—among customers, channel partners, and suppliers. This analysis shows the student how these relationships are formed, how they grow and how they benefit the firm.
Focus on the strategic planning process shows the student what planning processes and analytical tools and techniques are involved in formulating, implementing, and controlling a strategic marketing program, a cornerstone to any strategic marketing plan.
Students can create and implement a marketing strategy, a cornerstone for any career in marketing and a must if the firm is to win customer acceptance and gain competitive advantage in the marketplace.
Added Discussion Questions act as mini-cases illustrating problems real companies face allowing students to apply the material learned in the chapters.
Flexibility: the text length and cost make it perfect for courses where instructors use outside cases, projects, and real-world applications to enhance students learning of marketing strategy concepts.
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2006 McGraw-Hill Higher Education