Marketing Planning and Strategy

by Subhash C. Jain

Book Overview

Written for the capstone course in marketing or marketing strategy, Marketing Planning and Strategy will help students develop strategic marketing skills essential for todayUs global competition. This... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1426639074
• ISBN13: 9781426639074
• Release Date: March 2009
• Publisher: Cengage Learning
• Length: 643 Pages
• Weight: 3.90 lbs.
• Dimensions: 1.5" x 8.6" x 10.9"

Customer Reviews

Detailed and useful

While other reviewers may have been displeased with this book, I found it highly useful and relevant. I am a senior undergraduate marketing student, so that may color my perception of the text differently. I will agree that the case studies lack insightful analysis. However, there is great consideration given to differing strategies and methods of analysis- the authors are not quick to declare one better than the other. The subject hierarchy within each chapter could use better organization. For example, there are five steps in identifying which market to serve, yet those sections are at the same "level" as Identifying Markets. I kept having to turn back to verify I was still in a subcategory of a subject. This is one of the few textbooks from my entire undergrad experience that I plan on keeping rather than reselling. Instead of giving vague theories, this text defines concrete methods and step-by-step processes for carrying out and implementing strategies.