Strategic Marketing

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