Marketing Manager Handbook

Author: Zhang Yong
Publisher:
Publish Date: 2000-12-01
Features: This book introduces the level, methods, and skills for handling management issues when organizing and implementing various marketing activities from the perspective of middle-to-high-level marketing managers in enterprises. Written by professional managers with experience in middle-to-high-level marketing management at renowned companies and experts long engaged in marketing consulting and training, the content is not only comprehensive and systematic but also highly practical, offering great reference value for practitioners. It is an essential guide for marketing managers.
This book introduces the level, methods, and skills for handling management issues when organizing and implementing various marketing activities from the perspective of middle-to-high-level marketing managers in enterprises. The entire book follows the general procedures of practical marketing activities, covering the establishment of marketing plans, the conduct of market research, and the management of product strategies, pricing strategies, distribution channel strategies, integrated marketing communication strategies, personal selling, advertising, public relations, and sales promotions. Finally, it discusses the management skills that marketing managers should possess from the perspectives of managing subordinates and self-management.
This book is suitable for enterprise managers engaged in sales, market research, advertising, public relations, marketing planning, customer service, brand management, production management, logistics management, and product development. It can also serve as a reference for students majoring in economics and management.
Written by professional managers with experience in middle-to-high-level marketing management at renowned companies and experts long engaged in marketing consulting and training, the content is not only comprehensive and systematic but also highly practical, offering great reference value for practitioners. It is an essential guide for marketing managers.