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Strategic Marketing by Sven Reinecke
Strategic Marketing by Sven Reinecke
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Strategic Marketing

Market-Oriented Corporate and Business Unit Planning
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Description

Dieses Lehrbuch fuhrt in verstandlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschaftsfeldebene 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 uberarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenfuhrung wurden einige Grundlagen erganzt.

Author Biography:

Prof. Dr. Torsten Tomczak is Director of the Research Institute for Customer Insight (FCI-HSG) and Professor of Marketing at the University of St. Gallen. Prof. Dr. Sven Reinecke is Director of the Institute of Marketing at the University of St.Gallen (IfM-HSG). Prof. Dr. Alfred Kuss was Professor at the Marketing Department of Freie Universitat Berlin.
Release date Australia
August 19th, 2017
Author
Audience
  • Professional & Vocational
Country of Publication
Germany
Edition
2018 ed.
Illustrations
biography
Imprint
Springer Gabler
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN-13
9783658184162
Product ID
26812265

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