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© 2018

Strategic Marketing

Market-Oriented Corporate and Business Unit Planning

Benefits

  • The complete process of marketing planning at a glance

  • With numerous practical examples and case reports

  • Concise and easy to understand

Textbook

Table of contents

  1. Front Matter
    Pages I-XI
  2. Torsten Tomczak, Sven Reinecke, Alfred Kuss
    Pages 1-18
  3. Torsten Tomczak, Sven Reinecke, Alfred Kuss
    Pages 19-48
  4. Torsten Tomczak, Sven Reinecke, Alfred Kuss
    Pages 49-95
  5. Torsten Tomczak, Sven Reinecke, Alfred Kuss
    Pages 97-170
  6. Torsten Tomczak, Sven Reinecke, Alfred Kuss
    Pages 171-221
  7. Torsten Tomczak, Sven Reinecke, Alfred Kuss
    Pages 223-244
  8. Back Matter
    Pages 245-253

About this book

Introduction

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

The authors
Prof. Dr. Torsten Tomczak is Director of the Institute for Customer Insight at the University of St. Gallen (ICI-HSG) and Professor of Marketing at the University of St. Gallen.
Prof. Dr. Sven Reinecke is Director of the Institute of Marketing at the University of St. Gallen (IfM-HSG).Prof. Dr. Alfred Kuss is Professor (em.) at the Marketing Department of Freie Universität Berlin.

Keywords

Marketing Marketing Mix Marketingcontrolling Marketingmanagement Business Unit Planning Corporate Planning Brand Positioning Brand Management

Authors and affiliations

  1. 1.Institute for Customer InsightUniversity of St. GallenSt. GallenSwitzerland
  2. 2.Institute of MarketingUniversity of St. GallenSt. GallenSwitzerland
  3. 3.Marketing DepartmentFreie Universität BerlinBerlinGermany

About the authors

Prof. Dr. Torsten Tomczak is Director of the Institute for Customer Insight at the University of St. Gallen (ICI-HSG) and Professor of Marketing at the University of St. Gallen.
Prof. Dr. Sven Reinecke is Director of the Institute of Marketing at the University of St. Gallen (IfM-HSG).
Prof. Dr. Alfred Kuss is Professor (em.) at the Marketing Department of Freie Universität Berlin.

Bibliographic information

  • Book Title Strategic Marketing
  • Book Subtitle Market-Oriented Corporate and Business Unit Planning
  • Authors Torsten Tomczak
    Sven Reinecke
    Alfred Kuss
  • DOI https://doi.org/10.1007/978-3-658-18417-9
  • Copyright Information Springer Fachmedien Wiesbaden GmbH 2018
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management Business and Management (R0)
  • Softcover ISBN 978-3-658-18416-2
  • eBook ISBN 978-3-658-18417-9
  • Edition Number 1
  • Number of Pages XI, 253
  • Number of Illustrations 91 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
  • Buy this book on publisher's site
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