Strategisches Marketing kompakt

This work presents the fundamentals of strategic marketing in a simple and systematic manner. Thanks to its practice-oriented theory and numerous examples, it is ideally suited for the acquisition of knowledge in classes at higher technical schools and universities of applied sciences, as well as for preparation for the federal examinations for marketing and sales managers. The exercises provide an opportunity to apply, reflect on, and reinforce what has been learned. Starting from the planning process in marketing, the analysis process (including marketing analysis, market systems, life cycle analysis, and portfolio analysis) is examined in depth. Market research outlines the methods and sources of information gathering. Strategic decisions are derived from the information and data obtained and are reflected in the marketing strategy. Considerations regarding market field and portfolio strategies are also included, along with marketing controlling.