توضیحات
Strategic Marketing: Market-Oriented Corporate and Business Unit Planningتجاری
استراتژی بازاریابی: برنامه ریزی در حوزه احداث واحدهای تجاری
تجاری .This textbook gives a clear and comprehensive overview of the process of strategic 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 of marketing planning
Market-oriented corporate planning
Market-oriented business unit planning
Planning the marketing mix
Marketing implementation and management control
Table of contents :
Front Matter ….Pages I-XI
Introduction (Torsten Tomczak, Sven Reinecke, Alfred Kuss)….Pages 1-18
The Information Basis of Marketing Planning (Torsten Tomczak, Sven Reinecke, Alfred Kuss)….Pages 19-48
Market-Oriented Corporate Planning (Torsten Tomczak, Sven Reinecke, Alfred Kuss)….Pages 49-95
Market-oriented Business Unit Planning (Torsten Tomczak, Sven Reinecke, Alfred Kuss)….Pages 97-170
Planning the Marketing Mix (Torsten Tomczak, Sven Reinecke, Alfred Kuss)….Pages 171-221
Marketing Implementation and Management Control (Torsten Tomczak, Sven Reinecke, Alfred Kuss)….Pages 223-244
Back Matter ….Pages 245-253
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