Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies–helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text’s signature student-friendly style, the sixth edition covers essential points without getting bogged down in industry jargon–all in a succinct 10 chapters. Available with InfoTrac Student Collections http://gocengage.com/infotrac.
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.