In this week's #MarketingMonday, we tell you about a very nice book.
Written by Subhash C. Jain, 'Marketing: Planning and Strategy' is a goldmine of marketing gems for any marketing student, pundit or practitioner.
We ain't gonna say much, but just a casual look at the Contents will give you a sneak peek into what awaits you in this book.
The fourth chapter deals with understanding competition. From a business viewpoint:
"competition refers to rivalry among firms operating in a market to fill the same customer need. The businessperson’s major interest is to keep the market to himself or herself by adopting appropriate strategies."
Chapter five is all about focusing on the customer, which interestingly opens with this famous quote by Adam Smith:
"Consumption is the sole end and purpose of production; and the interest of the producer ought to be attended to only so far as it may be necessary for promoting that of the customer."
There is a chapter about measuring strengths and weaknesses, another on developing marketing objectives and goals and about organizational structure.
On strategy, the author has outdone himself with detailed chapters on strategic marketing tools viz: product strategies, pricing strategies, distribution strategies, promotion strategies... even global market strategies.
Chapters 19 through 47 are case studies of actual businesses with respect to their maketing strategies.
We highly recommend this book. But more than that, this is where yu can actually get the book and start reading in just a few minutes. Get your copy of 'Marketing: Planning and Strategy' now!
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According to Albert Emery, we can look at marketing as merely a civilized form of warfare in which most battles are won with words, ideas, and disciplined thinking. The end goal is customer acquisition and retention. And this calls for a new attitude in how mediated persuasion is conducted. And new strategies if need be.
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Labels: Books, Marketing, Marketing Monday, Planning, strategy
