Strategic Marketing
Market-Oriented Corporate and Business Unit Planning
This textbook gives a clear and comprehensive overview of the process of strategic marketing planning. The authors provide a systematic framework that helps to structure the vast and complex marketing knowledge, thus making it more accessible and easier to use for strategic marketing planning. Many short case reports and examples serve to illustrate the key aspects of the marketing planning process.ContentsThe information basis of marketing planningMarket-oriented corporate planningMarket-oriented business unit planningPlanning the marketing mixMarketing implementation and management control The authorsProf. Dr. Torsten Tomczak is…
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Produktdetails
Weitere Autoren: Reinecke, Sven / Kuss, Alfred
- ISBN: 978-3-658-18417-9
- EAN: 9783658184179
- Produktnummer: 24129002
- Verlag: Gabler, Betriebswirt.-Vlg
- Sprache: Englisch
- Erscheinungsjahr: 2017
- Seitenangabe: 253 S.
- Originaltitel: Marketingplanung
- Plattform: PDF
- Masse: 8'987 KB
- Auflage: 1st ed. 2018
- Abbildungen: 91 schwarz-weiße Abbildungen, Bibliographie
Über den Autor
Prof. Dr. Torsten Tomczak is Director of the Institute for Customer Insight at the University of St. Gallen (ICI-HSG) and Professor of Marketing at the University of St. Gallen.Prof. Dr. Sven Reinecke is Director of the Institute of Marketing at the University of St. Gallen (IfM-HSG).Prof. Dr. Alfred Kuss is Professor (em.) at the Marketing Department of Freie Universität Berlin.
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