This book is a unique collection of comprehensive cases that explore cases and issues surrounding strategic marketing. With case studies and analysis from a broad range of global contexts and industries, students will gain a working knowledge of developing and applying market-driven strategy.
This book is a unique collection of comprehensive cases that explore cases and issues surrounding strategic marketing. With case studies and analysis from a broad range of global contexts and industries, students will gain a working knowledge of developing and applying market-driven strategy.
Russell Abratt is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of Advertising Research, California Management Review, Industrial Marketing Management, Journal of Business Ethics, and European Journal of Marketing, among others. Michael Bendixen is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of International Business Studies, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.
Inhaltsangabe
About the Authors Dedication Preface Chapter 1 Strategic Marketing Case: Xfinity from Comcast: The Quest for Better Customer Service Case: Spirit Airlines Chapter 2 Strategic Segmentation Case: Burger King Identity Crisis: Who Is It Now? Case: Florida Blue: The Blues of the Affordable Care Act Chapter 3 Competitive Analysis and Positioning Case: McDonalds All Day Breakfasts Case: Fedex: How to beat the Competition Chapter 4 Strategies for Growth Case: Twitter Case: CrossFit SOFLA: Growing Pains Chapter 5 Corporate Branding and Internal Brand Management Case: Cadillac: The Battle to Recapture the Luxury Car Market Case: UBER technologies INC.: Managing the Repercussions of #DeleteUber Case: World Fuel Services: Leading Internal Marketing Case: Weatherby Healthcare: Increasing Turnover and Declining Engagement Chapter 6 Corporate Reputation Management Case: Lennar Corporation Case: Chipotle: The Cost of Fresh Fast Food Index
About the Authors Dedication Preface Chapter 1 Strategic Marketing Case: Xfinity from Comcast: The Quest for Better Customer Service Case: Spirit Airlines Chapter 2 Strategic Segmentation Case: Burger King Identity Crisis: Who Is It Now? Case: Florida Blue: The Blues of the Affordable Care Act Chapter 3 Competitive Analysis and Positioning Case: McDonalds All Day Breakfasts Case: Fedex: How to beat the Competition Chapter 4 Strategies for Growth Case: Twitter Case: CrossFit SOFLA: Growing Pains Chapter 5 Corporate Branding and Internal Brand Management Case: Cadillac: The Battle to Recapture the Luxury Car Market Case: UBER technologies INC.: Managing the Repercussions of #DeleteUber Case: World Fuel Services: Leading Internal Marketing Case: Weatherby Healthcare: Increasing Turnover and Declining Engagement Chapter 6 Corporate Reputation Management Case: Lennar Corporation Case: Chipotle: The Cost of Fresh Fast Food Index
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