Marketing and Marketing Management: A First Basic Understanding -- Step 1 - Market Analysis: Structuring and Evaluating the Market Information -- Step 2 - Strategic and Operative Marketing Planning: Segmenting, Targeting, Positioning -- Step 3 - Marketing Implementation: Executing the Marketing...

This book provides practitioners with a basic understanding of strategy and the process of strategic management. Using academic foundations and best practices from business life, the authors present the most important strategy tools and how they interact. The book gives a concise overview over...