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Strategic Marketing

Market-Oriented Corporate and Business Unit Planning

Authors: Tomczak, Torsten, Reinecke, Sven, Kuß, Alfred

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  • The complete process of marketing planning at a glance
  • With numerous practical examples and case reports
  • Concise and easy to understand
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  • ISBN 978-3-658-18417-9
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  • ISBN 978-3-658-18416-2
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About this Textbook

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

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.

Table of contents (6 chapters)

Table of contents (6 chapters)

Buy this book

eBook $39.99
price for USA in USD
  • ISBN 978-3-658-18417-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $49.99
price for USA in USD
  • ISBN 978-3-658-18416-2
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Strategic Marketing
Book Subtitle
Market-Oriented Corporate and Business Unit Planning
Authors
Copyright
2018
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH
eBook ISBN
978-3-658-18417-9
DOI
10.1007/978-3-658-18417-9
Softcover ISBN
978-3-658-18416-2
Edition Number
1
Number of Pages
XI, 253
Number of Illustrations
91 b/w illustrations
Topics

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