1st Edition
Strategic Marketing Concepts and Cases
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
Biography
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.
