Strategic Marketing in the Global Forest Industries

This new forest products marketing textbook takes a unique planning and modeling approach to marketing, allowing both the instructor and student to move easily from the theoretical to practical marketing planning processes. This approach is equally useful to industry practitioners as they develop their marketing strategies and conduct marketing planning. Throughout the text, specific company examples are used to illustrate concepts and make them real for the reader. This is the first forest products marketing textbook in nearly a decade and the only one to focus on marketing in the global forest industries.