Marketing Strategy (4th Edition, Paperback)

1. Marketing in Today's Economy. 2. Strategic Marketing Planning. 3. Marketing Ethics and Social Responsibility in Strategic Planning. 4. Collecting and Analyzing Marketing Information. 5. Developing Competitive Advantage and Strategic Focus. 6. Customers, Segmentation, and Target Marketing. 7. Product Strategy. 8. Pricing Strategy. 9. Distribution and Supply Chain Management. 10. Integrated Marketing Communication. 11. Marketing Implementation and Control. 12. Developing and Maintaining Long-Term Customer Relationships. Cases. Appendix A: Marketing Plan Worksheets. Appendix B: Sample Marketing Plan (VirPharm, Inc.). Endnotes. Company and Brand Index. Name Index. Subject Index.