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010   $a3-658-18417-5
024 7 $a10.1007/978-3-658-18417-9
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035   $a(DE-He213)978-3-658-18417-9
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100   $a20170915d2018      u|         0
101 0 $aeng
135   $aurnn|008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aStrategic Marketing $eMarket-Oriented Corporate and Business Unit Planning /$fby Torsten Tomczak, Sven Reinecke, Alfred Kuss
205   $a1st ed. 2018.
210  1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2018.
215   $a1 online resource (XI, 253 p. 91 illus.) 
311   $a3-658-18416-7 
320   $aIncludes bibliographical references and index.
327   $aIntroduction -- The information basis of marketing planning -- Market-oriented corporate planning -- Market-oriented business unit planning -- Planning the marketing mix -- Marketing implementation and management control.
330   $aThis 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.
606   $aMarketing
606   $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000
615  0$aMarketing.
615 14$aMarketing.
676   $a658.8
700   $aTomczak$b Torsten$4aut$4http://id.loc.gov/vocabulary/relators/aut$0996834
702   $aReinecke$b Sven$4aut$4http://id.loc.gov/vocabulary/relators/aut
702   $aKuss$b Alfred$4aut$4http://id.loc.gov/vocabulary/relators/aut
906   $aBOOK
912   $a9910298183203321
996   $aStrategic Marketing$92518423
997   $aUNINA