Strategic Marketing

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 Authors
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.