Strategic Marketing in the Global Forest Industries
Product Description 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. About the Author Dr. Heikki Juslin has worked for over 30 years in the field of forest products marketing. Since 1987 he has been the Professor of Forest Products Marketing in the Department of Forest Economics. Since 1970 he has been a permanent lecturer to industry on forest products marketing topics. He has also worked as a consultant in several industry-led market development projects. Dr. Eric Hansen is an Associate Professor in Oregon State University's Forest Products Department. He has worked in the field of forest products marketing for over ten years and for the past seven he has held a position directly dealing with education to Oregon's Industry.