Marketing Manager Practice

Author: Xu Yuan
Publisher:
Publish Date: 2002-12-01
Features: This book is based on the practical experiences of Chinese enterprises, referencing the classic theories of marketing masters at home and abroad, as well as successful marketing examples from renowned companies. It also incorporates the author's personal experiences and lessons learned to comprehensively elaborate on the specific business operations of marketing managers. Detailed introductions are provided on market research and analysis, developing marketing plans and strategies, building marketing channel networks, as well as sales promotion, integrated marketing communication, brand management, and marketing cost control. Additionally, the book addresses management practices for marketing personnel, customer management, and enhancing customer loyalty. A dedicated chapter is also devoted to marketing techniques, with the aim of highlighting the practical value of the book and enabling readers to quickly adapt to real-world needs through its reading.