Authors:
- 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
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Table of contents (6 chapters)
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Front Matter
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Back Matter
About this book
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
Authors and Affiliations
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Institute for Customer Insight, University of St. Gallen, St. Gallen, Switzerland
Torsten Tomczak
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Institute of Marketing, University of St. Gallen, St. Gallen, Switzerland
Sven Reinecke
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Marketing Department, Freie Universität Berlin, Berlin, Germany
Alfred Kuss
About 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.
Bibliographic Information
Book Title: Strategic Marketing
Book Subtitle: Market-Oriented Corporate and Business Unit Planning
Authors: Torsten Tomczak, Sven Reinecke, Alfred Kuss
DOI: https://doi.org/10.1007/978-3-658-18417-9
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden GmbH 2018
Softcover ISBN: 978-3-658-18416-2Published: 20 September 2017
eBook ISBN: 978-3-658-18417-9Published: 15 September 2017
Edition Number: 1
Number of Pages: XI, 253
Number of Illustrations: 91 b/w illustrations
Topics: Marketing