Marketing Planning
by Thomas Jenner
Description
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.
More Information
Author Biography
PD Dr. Jenner teaches at various universities and work as a coach for management officials.
W. Kohlhammer GmbH
Kohlhammer is a traditional publishing house located in southern Germany and was established in 1866. It is one of Germany’s principal academic publishing houses and is active in a large variety of academic areas. Making quality information available to professionals, the academia as well as to an interested and informed public has been and remains Kohlhammer’s ambition. Kohlhammer’s areas of expertise include:History, Theology, Religious Studies, Cultural Studies, Philosophy, Ethics, Economics as well as Psychology, Pedagogy, Special Education, Medicine and Health Care and Law.
View all titlesBibliographic Information
- Publisher W. Kolhammer GmbH
- Publication Country or regionGermany
- FormatPaperback
- Primary Price 29 EUR
- Pages260
- ReadershipProfessional and Scholarly
- Publish StatusUnpublished
- EditionSecond Edition
- Dimensions23,2 x 15,5 cm
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