Chapter 4: Metamorphosis in Strategic Market Planning


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.


Book Information

Pages: 44
Published: 1987
New Copyright: 2011
ISBN: 9781613110683
Categories:, , ,
Authors:, ,

Author information

P. “Rajan” Varadarajan P. “Rajan” Varadarajan

Dr. P. Rajan Varadarajan is Distinguished Professor of Marketing and holder of the Ford Chair in Marketing and E-Commerce in the Mays Business School at Texas A&M University. His primary teaching and research interests is in the area of marketing strategy.

Roger A. Kerin Roger A. Kerin

Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at Southern Methodist University, as well as a member of the Board of Governors of the Academy of Marketing Science. He earned his B.A., MBA, and Ph.D. from the University of Minnesota. He is the author of five books, over seventy articles, and has served on several editorial review boards. From 1991 to 1994, he was a member of the American Marketing Association Board of Directors.

Vijay Mahajan Vijay Mahajan

Dr. Mahajan is the John P. Harbin Chair in at the McCombs School of Business at the University of Texas at Austin. He is a former dean of the Indian School of Business in Hyderabad. Professor Mahajan is one of the most widely cited researchers in business and economics, and has been invited by more than 100 universities and research institutions worldwide for research presentations.


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