Strategic Marketing: Market-Oriented Corporate and Business Unit Planning
- ISBN-10
- 3658184175
- ISBN-13
- 9783658184179
- Series
- Strategic Marketing
- Category
- Business & Economics
- Pages
- 253
- Language
- English
- Published
- 2017-09-15
- Publisher
- Springer
- Authors
- Alfred Kuß, Torsten Tomczak, Sven Reinecke
Description
Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht. Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.
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Other editions
-
- 2019-07-01
- 736 pages
- Ebook
- PHI Learning Pvt. Ltd.
-
- 2014-11-27
- 400 pages
- Paperback
- Oxford University Press, USA
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