Abstract
External conditions play a key role in the success of a company or a business unit. Thus, influences of the company environment, the competitive situation and the situation of the respective industry were considered. Starting with this chapter, the focus will be on the development of strategies and measures for a single company in the respective environment according to the different stages, from market-oriented company planning to the planning of the marketing mix.
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Tomczak, T., Reinecke, S., Kuss, A. (2018). Market-Oriented Corporate Planning . In: Strategic Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18417-9_3
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