02782nam 22004455 450 991029818320332120200705232308.03-658-18417-510.1007/978-3-658-18417-9(CKB)4100000000587019(DE-He213)978-3-658-18417-9(MiAaPQ)EBC5047784(PPN)222233060(EXLCZ)99410000000058701920170915d2018 u| 0engurnn|008mamaatxtrdacontentcrdamediacrrdacarrierStrategic Marketing Market-Oriented Corporate and Business Unit Planning /by Torsten Tomczak, Sven Reinecke, Alfred Kuss1st ed. 2018.Wiesbaden :Springer Fachmedien Wiesbaden :Imprint: Springer Gabler,2018.1 online resource (XI, 253 p. 91 illus.) 3-658-18416-7 Includes bibliographical references and index.Introduction -- The information basis of marketing planning -- Market-oriented corporate planning -- Market-oriented business unit planning -- Planning the marketing mix -- Marketing implementation and management control.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.MarketingMarketinghttps://scigraph.springernature.com/ontologies/product-market-codes/513000Marketing.Marketing.658.8Tomczak Torstenauthttp://id.loc.gov/vocabulary/relators/aut996834Reinecke Svenauthttp://id.loc.gov/vocabulary/relators/autKuss Alfredauthttp://id.loc.gov/vocabulary/relators/autBOOK9910298183203321Strategic Marketing2518423UNINA