Strategic Marketing
Market-Oriented Corporate and Business Unit Planning
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Product details:
- Edition number 1st ed. 2018
- Publisher Springer Fachmedien Wiesbaden GmbH
- Date of Publication 20 September 2017
- Number of Volumes 1 pieces, Book
- ISBN 9783658184162
- Binding Paperback
- No. of pages253 pages
- Size 240x168 mm
- Weight 459 g
- Language English
- Illustrations XI, 253 p. 91 illus. Illustrations, black & white 0
Categories
Long description:
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
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
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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