Strategic Marketing: Market-Oriented Corporate and Business Unit Planning

Tomczak, Torsten; Reinecke, Sven; Kuss, Alfred

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.

Contents
The information basis of marketing planning
Market-oriented corporate planning
Market-oriented business unit planning
Planning the marketing mix
Marketing implementation and management control

Details

Published by: Springer Gabler

Publication Date: 2017-09-20

Format: Paperback

ISBN-13: 9783658184162

DOI: 10.1007/978-3-658-18417-9

Dimensions: 240cm x168cm

Pages: 253