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Strategic marketingmarket-oriented c...

Kuss, Alfred.

Strategic marketingmarket-oriented corporate and business unit planning /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Strategic marketingby Torsten Tomczak, Sven Reinecke, Alfred Kuss.
其他題名:	market-oriented corporate and business unit planning /
作者:	Tomczak, Torsten.
其他作者:	Reinecke, Sven.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2018.
面頁冊數:	xi, 253 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	MarketingManagement.
電子資源:	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 /
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