Strategic Marketing: Market-Oriented Corporate and Business Unit Planning (Paperback) (ISBN-13: 9783658505769)

This textbook provides a clear and comprehensive overview of strategic marketing planning. The authors provide a systematic framework that structures the vast and complex body of marketing knowledge, making it more accessible and easier to apply to strategic marketing planning. Many short case studies and examples illustrate the key aspects of the marketing planning process. 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

Author: Torsten Tomczak,Sven Reinecke,Johanna Gollnhofer
ISBN-10: 3658505761
ISBN-13: 9783658505769
Publisher: Springer Gabler
Language: English
Published: 05/05/2026
Pages: 200
Format: Paperback