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.
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.
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