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
- ISBN10 3658184167
- ISBN13 9783658184162
- Publish Date 20 September 2017
- Publish Status Active
- Publish Country DE
- Imprint Springer Gabler
- Edition 1st ed. 2018
- Format Paperback
- Pages 253
- Language English