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 …

entangled in a mutual blame game. Not until the Marketing Manager has his say, does the tide seem to turn. Nevertheless, when it …, demanding that market orientation must become a daily common practice and a personally lived reality. After all, marketing is … more than the existence of a marketing department. It is a lived shared value orientation and thus relevant for every …

Grundlagen -- Return on Marketing? -- Marketingcontrolling: Konzepte und Methoden -- Marketingcontrolling … Excellence -- Controlling strategischer Erfolgspotenziale bei hoher Marktdynamik -- Audit der Managementqualität -- Marketing … -- Controlling des Internet-Auftritts -- Marketingaccounting -- Marketingaccounting -- Marketing Accounting -- Prozesskostenrechnung …

Innovation Driven Marketing -- Innovation Driven Marketing -- Trends und Prognosen zur Marketingentwicklung -- Big … Picture -- Die dritte Kultur im Marketing -- Neue Prinzipien für das Marketing -- Neue Grenzen für Innovation -- Verändertes … Kundenverhalten -- Neue Objekte des Marketing -- Neue Professionalität des Marketing -- IT Driven Marketing -- Marketingparadigmen auf …