Marketing planning & strategy - Jain, Subhash C., 1942- (Cincinnati, Ohio : South-Western College Pub., 1997)
pt. 1. Introduction. 1. Marketing and the Concept of Planning and Strategy. 2. Strategic Marketing -- pt. 2. Strategic Analysis. 3. Corporate Appraisal. 4. Understanding Competition. 5. Focusing on the Customer. 6. Scanning the Environment -- pt. 3. Strategic Capabilities and Direction. 7. Measuring Strengths and Weaknesses. 8. Developing Marketing Objectives and Goals -- pt. 4. Strategy Formulation. 9. Strategy Selection. 10. Portfolio Analysis -- pt. 5. Strategy Implementation and Control. 11. Organizational Structure. 12. Strategic Tools -- pt. 6. Marketing Strategies. 13. Market Strategies. 14. Product Strategies. 15. Pricing Strategies. 16. Distribution Strategies. 17. Promotion Strategies. 18. Global Market Strategies
Includes bibliographical references and indexes
Keywords: Marketing -- Management