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"The first book dealing with strategic marketing issues in combination with a strong 'how-to' focus. This comprehensive text is ideal for students who are already familiar with marketing instruments but have to prepare a marketing plan." 3/4Dr Karel Jan Alsem, Associate Professor of Marketing, University of Groningen, The Netherlands --This text refers to an alternate Paperback edition.
O.C. Ferrell (Ph.D., Louisiana State University) is chair and professor of marketing at Colorado State University. He is a past president of the Academic Council of the American Marketing Association (AMA). He chaired the American Marketing Association Ethics Comittees that developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. Dr. Ferrell is a member of the AMA advisory group for the Professional Marketers certification program. He also is a Society for Marketing Advances Fellow and an Association of Collegiate Marketing Educators Fellow. He is a member of the Board of Governors of the Academy of Marketing Science. Dr. Ferrell has served in faculty and administrative roles at a number of universities. He was a distinguished professor of marketing and business ethics and interim dean at the University of Memphis. He was a professor of marketing at Texas A&M University, Illinois State University, and Southern Illinois University. He has been a visiting professor at the University of Michigan and University of Tampa. Dr. Ferrell teaches marketing strategy courses at the graduate and undergraduate levels, including the capstone marketing course. He regularly teaches a course on competitive marketing strategies at Thammasat University in Bangkok, Thailand, using this text. In addition, he is the author or coauthor of fifteem books and approximately seventy academic articles. His principles of marketing and business ethics texts are the leading books in their areas. Dr. Ferrell and his wife Linda live in Ft. Collins, COlorado, and they enjoy skiing, golfing, fishing,and international travel. --This text refers to an alternate Paperback edition.
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