Strategic Marketing: Market-Oriented Corporate and Business Unit Planning, Edition 2
About this ebook
For the second edition, all chapters have been comprehensively revised and updated to include current developments. New additions include Chapters 2 and 3, 'Consumer Behavior' and 'Market Research', respectively, which ensure that the marketing planning process is aligned with customers and the market. Another new chapter, Chapter 5, is dedicated to brand management. Chapter 7 has been completely revised with regard to marketing implementation. The section on marketing management control has also been updated.
Contents
- Consumption and Purchasing Power
- Market Research
- Planning the Growth Strategy and the Core Tasks of Marketing
- Brand Management
- Marketing Mix Planning
- Marketing Implementation and Marketing Management Control
Discover more
About the author
Prof. Dr. Torsten Tomczak is emeritus Professor of Marketing at the University of St. Gallen.
Prof. Dr. Sven Reinecke is Director of the Institute for Marketing and Customer Insight (IMC-HSG) and Associate Professor of Marketing at the University of St. Gallen.
Prof. Dr. Johanna Gollnhofer is Director of the Institute for Marketing and Customer Insight (IMC-HSG) and Associate Professor of Marketing at the University of St. Gallen.
