ENGLISH

Strategic Marketing: Market-Oriented Corporate and Business Unit Planning

By Alfred Kuß , Torsten Tomczak , Sven Reinecke

Book information

Publisher
Gabler Verlag
Year
2018
ISBN
978-3-658-18416-2, 978-3-658-18417-9
Language
english
Format
PDF
Filesize
8 MB (8868667 bytes)
Edition
1
Pages
XI, 253\261
Time added
2017-11-21 00:00:00
Marketing

Description

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 Front Matter ....Pages I-XI Introduction (Torsten Tomczak, Sven Reinecke, Alfred Kuss)....Pages 1-18 The Information Basis of Marketing Planning (Torsten Tomczak, Sven Reinecke, Alfred Kuss)....Pages 19-48 Market-Oriented Corporate Planning (Torsten Tomczak, Sven Reinecke, Alfred Kuss)....Pages 49-95 Market-oriented Business Unit Planning (Torsten Tomczak, Sven Reinecke, Alfred Kuss)....Pages 97-170 Planning the Marketing Mix (Torsten Tomczak, Sven Reinecke, Alfred Kuss)....Pages 171-221 Marketing Implementation and Management Control (Torsten Tomczak, Sven Reinecke, Alfred Kuss)....Pages 223-244 Back Matter ....Pages 245-253

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