Marketing Planning and Marketing Research

Ralf T. Kreutzer
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Ralf T. Kreutzer: Hochschule für Wirtschaft und Recht

Chapter 2 in Practice-Oriented Marketing, 2023, pp 67-143 from Springer

Abstract: Abstract In this chapter, the reader learns to understand the importance of planning for companies, to apply different planning concepts, to recognize the importance of strategic business units, to distinguish between strategic and operational planning in their contents and their maturities, and to confidently master cognitive goals, tasks, and methods of marketing analysis in the context of marketing research.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39717-3_2

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DOI: 10.1007/978-3-658-39717-3_2

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