Description

This textbook gives a clear and comprehensive overview of the process of 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 for marketing planning
Market-oriented corporate planning
Market-oriented business field planning
Planning the marketing mix
Marketing implementation and controlling

Spécifications