Chapter 4: Metamorphosis in Strategic Market Planning

by P. “Rajan” Varadarajan, Roger A. Kerin, Vijay Mahajan

Originally published 1987MCP edition 2011ISBN 9781613110683Format eBook (PDF)

Chapter 4 Metamorphosis in Strategic Market Planning is divided into three sections. First is a summary of the dominant themes in product market planning; second, a listing of the major contributions of these themes for strategic marketing; and lastly, the potentially dominant themes in the upcoming decade.

Subjects

Market Research Marketing Strategy Marketing Theory Strategic Planning