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Jain, Subhash C., 1942-

Marketing planning and strategy / Subhash C. Jain, George T. Haley. - 8th ed. - Mason, Ohio : Cengage Learning, c2009. - xvii, 643 p. : ill. ; 29 cm.

Includes bibliographical references and indexes.

Pt. I. Introduction. 1. Marketing and the concept of planning and strategy. 2. Strategic marketing -- Pt. II. Strategic analysis. 3. Corporate appraisal. 4. Understanding competition. 5. Focusing on the customer. 6. Scanning the environment -- Pt. III. Strategic capabilities and direction. 7. Measuring strengths and weaknesses. 8. Developing marketing objectives and goals -- Pt. IV. Strategy formulation. 9. Strategy selection. 10. Portfolio analysis -- Pt. V. Strategy implementation and control. 11. Organizational structure. 12. Strategic tools -- Pt. VI. Marketing strategies. 13. Market strategies. 14. Product strategies. 15. Pricing strategies. 16. Distribution strategies. 17. Promotion strategies. 18. Global market strategies.

ISBN: 9781426639074 (student ed) 1426639074 (student ed)

Subjects--Topical Terms:
Marketing--Management.

LC Class. No.: HF5415.13.J25 2009

Dewey Class. No.: 658.802