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Cengage Learning
Marketing Planning and Strategy / Edition 5

Marketing Planning and Strategy / Edition 5

by Subash C. Jain


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Marketing Planning and Strategy / Edition 5

This book is designed to help develop strategic marketing skills essential for today's global competition. It focuses on marketing strategy from the viewpoint of the business unit and clearly distinguishes marketing strategy from marketing management.

Product Details

ISBN-13: 9780538852838
Publisher: Cengage Learning
Publication date: 07/28/1996
Series: SS - Marketing Management Ser.
Edition description: Older Edition
Pages: 844
Product dimensions: 8.66(w) x 9.84(h) x (d)

About the Author

Dr. Subhash Jain is Professor of Marketing in the School of Busines Administration at University of Connecticut. Dr. Jain received his Masters of Business Administration and Ph.D. from the University of Oregon, and undergraduate work at University of Rajasthan, India and Standford Univerisity. He specializes in Global Marketing and Market Planning and Strategy. Currently Dr. Jain is Executive Director for International Business Programs, University of Connecticut; he is a member of American Marketing Association, Academy of Marketing Science and Academy of International Business, Planning Forum. Dr. Jain is a consultant to corporations including NCR, Heinkein, Mead, and UTC and Inernational Institutions such as GATT and World Bank. He has authored seven books, about one hundred papers and is listed in Who's Who in Consulting; Men of Achievement and International Scholars Directory; American Men and Women of Science.

Table of Contents

1. Marketing and the Concept of Planning and Strategy. 2. Strategic Marketing. 3. Corporate Appraisal. 4. Understanding Competition. 5. Focusing on the Customer. 6. Scanning the Environment. 7. Measuring Strengths and Weaknesses. 8. Developing Marketing Objectives and Goals. 9. Strategy Selection. 10. Portfolio Analysis. 11. Organizational Structure. 12. Strategic Tools. 13. Market Strategies. 14. Product Strategies. 15. Pricing Strategies. 16. Distribution Strategies. 17. Promotion Strategies. 18. Global Market Strategies.

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