EAN: 9783658184162

STRATEGIC MARKETING - TORSTEN TOMCZAK SVEN REIN...

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

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