This textbook provides a clear and comprehensive overview of strategic marketing planning. The authors provide a systematic framework that structures the vast and complex body of marketing knowledge, making it more accessible and easier to apply to strategic marketing planning. Many short case studies and examples illustrate the key aspects of the marketing planning process.

For the second edition, all chapters have been comprehensively revised and updated to include current developments. New additions include Chapters 2 and 3, "Consumer Behavior" and "Market Research", respectively, which ensure that the marketing planning process is aligned with customers and the market. Another new chapter, Chapter 5, is dedicated to brand management. Chapter 7 has been completely revised with regard to marketing implementation. The section on marketing management control has also been updated.

Contents

• Consumption and Purchasing Power
• Market Research
• Planning the Growth Strategy and the Core Tasks of Marketing
• Brand Management
• Marketing Mix Planning
• Marketing Implementation and Marketing Management Control

The complete process of marketing planning at a glance With numerous practical examples and case reports Concise and easy to understand

Autorentext

Prof. Dr. Torsten Tomczak is emeritus Professor of Marketing at the University of St. Gallen.
Prof. Dr. Sven Reinecke is Director of the Institute for Marketing and Customer Insight (IMC-HSG) and Associate Professor of Marketing at the University of St. Gallen.
Prof. Dr. Johanna Gollnhofer is Director of the Institute for Marketing and Customer Insight (IMC-HSG) and Associate Professor of Marketing at the University of St. Gallen.

Inhalt

Introduction.- Consumption and Purchasing Power.- Market Research.- Planning the Growth Strategy and the Core Tasks of Marketing.- Brand Management.- Marketing Mix Planning.- Marketing Implementation and Marketing Management Control.