Higher Education

Marketing: Planning and Strategy, 8th Edition

  • Subash C. Jain University of Connecticut, Storrs
  • ISBN-10: 1426639074  |  ISBN-13: 9781426639074
  • 672 Pages
  • Previous Editions: 2004, 2000, 1997
  • © 2010 | Published
  • College Bookstore Wholesale Price = $198.75



Marketing Planning and Strategy is designed for courses at the junior/senior-level in marketing strategy, business unit strategy analysis, strategic market planning, marketing planning, strategic marketing management and advanced marketing. It focuses on building the strategic skills necessary to compete in the global economy by using a variety of analytical frameworks to understand how companies formulate strategy, make strategic decisions, and how they implement strategy. This text focuses on marketing strategy from the viewpoint of the business unit and clearly distinguishes marketing strategy from marketing management.

Features and Benefits

  • Current thoughts and concepts in marketing strategy formulation, based on constructs that have taken place in the field
  • Incorporation of global focus throughout the book
  • Discussion of problems and their solution for successful marketing strategy implementation
  • Substantial revision of the chapters on market, product, pricing, distribution, and promotion strategies as well as those on strategic implementation
  • Updating of references to provide the most current perspectives on the subject
  • Emphasis on the importance of emerging technologies in formulating marketing strategy
  • Importance of ethical and social issues

What's New

  • This edition includes 30 cases, of which 10 are new.
  • An increased emphasis on comprehensive and integrative cases that involve as many major strategy components as possible.
  • Includes cases that cover the full spectrum of organizational size
  • The number of international cases has been increased to 15
  • Five cases about service organizations—insurance, banking, entertainment, airlines, and Web-based business have been added

Meet the Author

Author Bio

Subash C. Jain

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.