Advertisement

Strategic Marketing

Market-Oriented Corporate and Business Unit Planning

  • Torsten Tomczak
  • Sven Reinecke
  • Alfred Kuss

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

  • Torsten Tomczak
    • 1
  • Sven Reinecke
    • 2
  • Alfred Kuss
    • 3
  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

Bibliographic information

  • 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
  • Print ISBN 978-3-658-18416-2
  • Online ISBN 978-3-658-18417-9
  • Buy this book on publisher's site
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods