Marketing: Planning and Strategy

Marketing: Planning and Strategy

  • Mixed media product

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While retaining its analytical approach and managerial orientation, this first Asia-Pacific edition of Jain and Haley's renowned text Marketing: Planning and Strategy is strengthened by the integration of a strategy implementation focus. Having a strong practical orientation, the text incorporates the relation of theory to practice as well as a critical aspect through questioning assumptions and learning through success and more

Product details

  • Mixed media product | 570 pages
  • Cengage Learning Australia
  • South Melbourne, Australia
  • New edition
  • New edition
  • 0170189392
  • 9780170189392
  • 1,285,554

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. Organisational structure 12. Strategic tools 13. Market strategies and the marketing mix casesshow more