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Strategic Marketing = Market-Oriented Corporate and Business Unit Planning /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Strategic Marketing/ by Torsten Tomczak, Sven Reinecke, Alfred Kuss.
Reminder of title:	Market-Oriented Corporate and Business Unit Planning /
Author:	Tomczak, Torsten.
other author:	Reinecke, Sven.
Description:	XI, 253 p. 91 illus.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-658-18417-9
ISBN:	9783658184179

Strategic Marketing = Market-Oriented Corporate and Business Unit Planning /
Tomczak, Torsten.

Strategic MarketingMarket-Oriented Corporate and Business Unit Planning /[electronic resource] :by Torsten Tomczak, Sven Reinecke, Alfred Kuss. - 1st ed. 2018. - XI, 253 p. 91 illus.online resource.

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.

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 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.

ISBN: 9783658184179

Standard No.: 10.1007/978-3-658-18417-9doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Strategic Marketing = Market-Oriented Corporate and Business Unit Planning /
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