Torsten Tomczak: Strategic Marketing, Kartoniert / Broschiert

Blurb

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