Market-Oriented Corporate Planning

  • Torsten Tomczak
  • Sven Reinecke
  • Alfred Kuss


External conditions play a key role in the success of a company or a business unit. Thus, influences of the company environment, the competitive situation and the situation of the respective industry were considered. Starting with this chapter, the focus will be on the development of strategies and measures for a single company in the respective environment according to the different stages, from market-oriented company planning to the planning of the marketing mix.


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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2018

Authors and Affiliations

  • Torsten Tomczak
    • 1
  • Sven Reinecke
    • 2
  • Alfred Kuss
    • 3
  1. 1.Institute for Customer InsightUniversity of St. GallenSt. GallenSwitzerland
  2. 2.Institute of MarketingUniversity of St. GallenSt. GallenSwitzerland
  3. 3.Marketing DepartmentFreie Universität BerlinBerlinGermany

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