Torsten Tomczak; Sven Reinecke; Alfred Kuss / Strategic Marketing
48,14 €
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.ContentsThe information basis for marketing planningMarket-oriented corporate planningMarket-oriented business field planningPlanning the marketing mixMarketing implementation and controlling
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