Strategic Marketing: Market-Oriented Corporate and Business Unit Planning

Tomczak, Torsten, Reinecke, Sven, Kuss, Alfred

Strategic Marketing: Market-Oriented Corporate and Business Unit Planning
  • 出版商: Springer Gabler
  • 出版日期: 2017-09-20
  • 售價: $2,190
  • 貴賓價: 9.5 折 $2,081
  • 語言: 英文
  • 頁數: 253
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3658184167
  • ISBN-13: 9783658184162
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

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.

Contents
The information basis for marketing planning
Market-oriented corporate planning
Market-oriented business field planning
Planning the marketing mix
Marketing implementation and controlling

作者簡介

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.

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