Code: 16308166

Strategic Marketing

Name: Strategic Marketing
Brand: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
SKU: 16308166
Price: 50.57 EUR
Availability: InStock

by Torsten Tomczak, Sven Reinecke, Alfred Kuss

Language: English
Binding: Paperback
Number of pages: 253
Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG, 2017
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Book synopsis

Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht. Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.