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.
CITATION STYLE
Tomczak, T., Reinecke, S., & Kuss, A. (2017). Strategic marketing: Market-oriented corporate and business unit planning. Strategic Marketing: Market-Oriented Corporate and Business Unit Planning (pp. 1–253). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-18417-9
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