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Strategic Marketing: Market-Oriented Corporate and Business Unit Planning de Torsten Tomczak

Strategic Marketing: Market-Oriented Corporate and Business Unit Planning

Autor Torsten Tomczak, Sven Reinecke, Alfred Kuss
en Limba Engleză Paperback – 20 sep 2017
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


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Specificații

ISBN-13: 9783658184162
ISBN-10: 3658184167
Ilustrații: XI, 253 p. 91 illus.
Dimensiuni: 168 x 240 x 19 mm
Greutate: 0.46 kg
Ediția:1st ed. 2018
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Locul publicării:Wiesbaden, Germany

Cuprins

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.

Notă biografică

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.

Textul de pe ultima copertă

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
The authors
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.

Caracteristici

The complete process of marketing planning at a glance With numerous practical examples and case reports Concise and easy to understand Includes supplementary material: sn.pub/extras