Strategic Marketing: Market-Oriented Corporate and Business Unit Planning

by Torsten Tomczak, Sven Reinecke, Alfred Kuß

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...

• Format: Paperback
• Language: English
• ISBN: 3658184167
• ISBN13: 9783658184162
• Release Date: September 2017
• Publisher: Springer Gabler
• Length: 253 Pages
• Weight: 0.95 lbs.
• Dimensions: 0.6" x 6.7" x 9.6"