Strategic Marketing Market-Oriented Corporate and Business Unit Planning /

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...

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Bibliographic Details
Main Author: Tomczak, Torsten (Author)
Format: Electronic eBook
Language:English
Published: Wiesbaden : Springer Fachmedien Wiesbaden : Gabler, 2018.
Edition:1st ed. 2018.
Subjects:
Marketing.
ISBN:9783658184179
Online Access: Get full text
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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.

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