Strategic Marketing

Market-Oriented Corporate and Business Unit Planning
1. Auflage 2018
ISBN: 978-3-658-18416-2
Verlag: Springer

Buch, Englisch, 253 Seiten, Book, Format (B × H): 168 mm x 240 mm, Gewicht: 455 g

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

Zielgruppe

Upper undergraduate

Autoren/Hrsg.

Tomczak, Torsten

Reinecke, Sven

Kuss, Alfred

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

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.