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Buch (Softcover): Fachbuch
Strategic Marketing
Market-Oriented Corporate and Business Unit Planning
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Verlag:
Springer Verlag Unsere-Artikel-Nr.: WG4PQRK
EAN: 9783658184162
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Beschreibung
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.
Spezifikationen
Sprache
- Englisch
Autor
- Torsten Tomczak
- Sven Reinecke
- Alfred Kuß
Thema
- Betriebswirtschaft: Marketing & Vertrieb
Zielgruppe
- Upper undergraduate
Erscheinungsjahr
- 2017
Erscheinungsland
- Deutschland
Format
- Buch (Softcover)
Anzahl Seiten
- 253