國立高雄大學圖資館 |

Language: English

Back

Strategic marketingmarket-oriented c...

Kuss, Alfred.

Strategic marketingmarket-oriented corporate and business unit planning /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Strategic marketingby Torsten Tomczak, Sven Reinecke, Alfred Kuss.
Reminder of title:	market-oriented corporate and business unit planning /
Author:	Tomczak, Torsten.
other author:	Reinecke, Sven.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2018.
Description:	xi, 253 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	MarketingManagement.
Online resource:	http://dx.doi.org/10.1007/978-3-658-18417-9
ISBN:	9783658184179$q(electronic bk.)

Strategic marketingmarket-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. - Wiesbaden :Springer Fachmedien Wiesbaden :2018. - xi, 253 p. :ill., digital ;24 cm.

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 Universitat Berlin.

ISBN: 9783658184179$q(electronic bk.)

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

200067
Marketing
--Management.

LC Class. No.: HF5415.13 / .T663 2018

Dewey Class. No.: 658.802

Strategic marketingmarket-oriented corporate and business unit planning /
LDR:02252nmm a2200325 a 4500 001 528085
003 DE-He213
005 20180530140728.0
006 m d
007 cr nn 008maaau
008 181024s2018 gw s 0 eng d
020 $a 9783658184179$q(electronic bk.)
020 $a 9783658184162$q(paper)
024 7 $a 10.1007/978-3-658-18417-9 $2 doi
035 $a 978-3-658-18417-9
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.13 $b .T663 2018
072 7 $a KJS $2 bicssc
072 7 $a KJSM $2 bicssc
072 7 $a BUS043000 $2 bisacsh
082 0 4 $a 658.802 $2 23
090 $a HF5415.13 $b .T656 2018
100 1 $a Tomczak, Torsten. $3 800193
245 1 0 $a Strategic marketing $h [electronic resource] : $b market-oriented corporate and business unit planning / $c by Torsten Tomczak, Sven Reinecke, Alfred Kuss.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2018.
300 $a xi, 253 p. : $b ill., digital ; $c 24 cm.
505 0 $a 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.
520 $a 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 Universitat Berlin.
650 0 $a Marketing $x Management. $3 200067
650 0 $a Strategic planning. $3 191522
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Marketing. $3 182957
700 1 $a Reinecke, Sven. $3 800194
700 1 $a Kuss, Alfred. $3 800195
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
856 4 0 $u http://dx.doi.org/10.1007/978-3-658-18417-9
950 $a Business and Management (Springer-41169)