{"product_id":"strategic-marketing-torsten-tomczak-9783658505769","title":"Strategic Marketing: Market-Oriented Corporate and Business Unit Planning","description":"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. \u003cp\u003e\u003cstrong\u003eContents\u003c\/strong\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eConsumption and Purchasing Power\u003c\/li\u003e \u003cli\u003eMarket Research\u003c\/li\u003e \u003cli\u003ePlanning the Growth Strategy and the Core Tasks of Marketing\u003c\/li\u003e \u003cli\u003eBrand Management\u003c\/li\u003e \u003cli\u003eMarketing Mix Planning\u003c\/li\u003e \u003cli\u003eMarketing Implementation and Marketing Management Control\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Torsten Tomczak,Sven Reinecke,Johanna Gollnhofer\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 3658505761\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9783658505769\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Springer Gabler\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/05\/2026\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 200\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback","brand":"Torsten Tomczak","offers":[{"title":"Paperback","offer_id":48659687309567,"sku":"9783658505769","price":44.99,"currency_code":"USD","in_stock":false}],"url":"https:\/\/www.whiterainbookhouse.com\/products\/strategic-marketing-torsten-tomczak-9783658505769","provider":"WR Book House","version":"1.0","type":"link"}