Strategic Marketing
Market-Oriented Corporate and Business Unit Planning, Originaltitel:Marketingplanung
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ISBN-13:
9783658184162
Veröffentl:
2017
Einband:
Book
Erscheinungsdatum:
01.10.2017
Seiten:
253
Autor:
Torsten Tomczak
Gewicht:
455 g
Format:
240x168x15 mm
Sprache:
Englisch
Beschreibung:
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.ContentsThe information basis of marketing planningMarket-oriented corporate planningMarket-oriented business unit planningPlanning the marketing mixMarketing implementation and management control
This textbook gives a clear and comprehensive overview of the process of 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.
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.
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