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Market-Oriented Corporate Planning

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Strategic Marketing

Abstract

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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Author information

Authors and Affiliations

  1. Institute for Customer Insight, University of St. Gallen, St. Gallen, Switzerland

    Torsten Tomczak

  2. Institute of Marketing, University of St. Gallen, St. Gallen, Switzerland

    Sven Reinecke

  3. Marketing Department, Freie Universität Berlin, Berlin, Germany

    Alfred Kuss

Authors
  1. Torsten Tomczak
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  2. Sven Reinecke
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  3. Alfred Kuss
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Tomczak, T., Reinecke, S., Kuss, A. (2018). Market-Oriented Corporate Planning . In: Strategic Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18417-9_3

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