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253 sidor
2017

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

Författare: Torsten Tomczak, Sven Reinecke, Alfred Kuss
Illustratör: Bibliographie
Format: Pocket/Paperback
ISBN: 9783658184162
Språk: Tyska
Antal sidor: 253
Utgivningsdatum: 2017-09-20
Förlag: Springer Gabler