Strategic Marketing

Torsten Tomczak (), Sven Reinecke () and Johanna Gollnhofer ()
Additional contact information
Torsten Tomczak: University of St. Gallen, Institute for Customer Insight
Sven Reinecke: University of St. Gallen, Institute for Customer Insight
Johanna Gollnhofer: University of St. Gallen, Institute for Customer Insight

in Springer Books from Springer

Date: 2026
Edition: Second Edition 2026
ISBN: 978-3-658-50577-6
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Chapters in this book:

Ch 1 Introduction

Torsten Tomczak, Sven Reinecke and Johanna Gollnhofer

Ch 2 Consumption and Purchasing Behavior

Torsten Tomczak, Sven Reinecke and Johanna Gollnhofer

Ch 3 Market Research

Torsten Tomczak, Sven Reinecke and Johanna Gollnhofer

Ch 4 Planning the Growth Strategy and the Core Tasks of Marketing

Torsten Tomczak, Sven Reinecke and Johanna Gollnhofer

Ch 5 Brand Management

Torsten Tomczak, Sven Reinecke and Johanna Gollnhofer

Ch 6 Marketing Mix Planning

Torsten Tomczak, Sven Reinecke and Johanna Gollnhofer

Ch 7 Marketing Implementation and Marketing Management Control

Torsten Tomczak, Sven Reinecke and Johanna Gollnhofer

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DOI: 10.1007/978-3-658-50577-6

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