Titlebook: Strategic Marketing; Market-Oriented Corp Torsten Tomczak,Sven Reinecke,Alfred Kuss Textbook 20181st edition Springer Fachmedien Wiesbaden

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Introduction,f this section. In the course of this chapter, an overview of marketing planning is given in order to facilitate the understanding and classification of the concepts discussed in greater detail in the following chapters.

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Planning the Marketing Mix,task profile, planned cooperation and positioning objectives and strategies) and to achieve the desired marketing objectives. These variables can be assigned to various marketing instruments and are combined under the umbrella term marketing mix. The planning of the marketing mix is thus at the core of operative marketing planning.

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information basis of marketing planning. Market-oriented corporate planning. Market-oriented business unit planning. Planning the marketing mix. Marketing implementation and management control. . .978-3-658-18416-2978-3-658-18417-9

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Textbook 20181st edition short case reports and examples serve to illustrate the key aspects of the marketing planning process.. .Contents. .The information basis of marketing planning. Market-oriented corporate planning. Market-oriented business unit planning. Planning the marketing mix. Marketing implementation and management control. . .