Marketing-Planung

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Facing growing complexity and dynamics of markets, the careful planning of marketing activities is a key factor in enterprise success. Many fail in adapting their originally successful marketing strategies to a changed environment. In the 2nd edition the requirements and options in the development of planning procedures are explained following a systematic presentation of the methods of market and enterprise analyses. Additionally aspects of implementation and control of marketing concepts are given. Several examples illustrate the application of concepts and show the way to a successful implementation.