Chapter 1

Increasing customer power is a continuing challenge to marketers in todays economy. In what ways have you personally experienced this shift in power, either as a customer or as a business person? Is this power shift uniform across industries and markets? How so?

Chapter 2

Defend or contradict this statement: Developing marketing strategy is more important than implementing marketing strategy because, if the strategy is flawed, its implementation doesnt matter.

Text: O.C Ferrell and Michael Hartline (2017): Marketing Strategy (7th Edition); Cengage Publisher. ISBN-13: 9781305631564