Strategic Marketing Market-Oriented Corporate and Business Unit Planning
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- Taschenbuch ausgewählt
- eBook
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Sprache:Englisch
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Auflage:Second Edition 2026
Fr. 59.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Verkaufsrang
16231
Einband
Taschenbuch
Erscheinungsdatum
05.05.2026
Abbildungen
IX, 200 p. 65 illus. With Originally published under: Tomczak, T., Reinecke, S., & Kuss, A.. Textbook for German language market.
Verlag
Springer Fachmedien Wiesbaden GmbHSeitenzahl
200
Maße (L/B/H)
24/16.8/1.2 cm
Gewicht
365 g
Auflage
Second Edition 2026
Sprache
Englisch
ISBN
978-3-658-50576-9
This textbook provides a clear and comprehensive overview of strategic marketing planning. The authors provide a systematic framework that structures the vast and complex body of marketing knowledge, making it more accessible and easier to apply to strategic marketing planning. Many short case studies and examples illustrate the key aspects of the marketing planning process.
For the second edition, all chapters have been comprehensively revised and updated to include current developments. New additions include Chapters 2 and 3, "Consumer Behavior" and "Market Research", respectively, which ensure that the marketing planning process is aligned with customers and the market. Another new chapter, Chapter 5, is dedicated to brand management. Chapter 7 has been completely revised with regard to marketing implementation. The section on marketing management control has also been updated.
Contents
- Consumption and Purchasing Power
- Market Research
- Planning the Growth Strategy and the Core Tasks of Marketing
- Brand Management
- Marketing Mix Planning
- Marketing Implementation and Marketing Management Control
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