Strategic Marketing Market-Oriented Corporate and Business Unit Planning /

• Main Authors: Tomczak, Torsten (Author, http://id.loc.gov/vocabulary/relators/aut), Reinecke, Sven (http://id.loc.gov/vocabulary/relators/aut), Kuss, Alfred (http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2018.
• Edition: 1st ed. 2018.
• Subjects: Marketing.

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...

Table of Contents:

• 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.