Enterprise marketing planning

Author: Ye Wanchun
Publisher:
Publish Date: 2004-01-01
Features: This book takes corporate marketing behavior as the warp and the various aspects involved in planning as the weft to weave its basic framework. In terms of content, it broadens the perspective by absorbing the essence of related disciplines such as economics, logic, management, behavioral science, design, and aesthetics, encompassing all aspects touched by corporate marketing behavior. As the ancients said, "Giving a fish is not as good as teaching how to fish." While offering readers numerous "fish" in the form of practical knowledge, this book also helps learners master the method of "fishing," i.e., acquiring the correct mindset and methods for running a business. The book has a clear structure. The 18 chapters are divided into two parts: the first six chapters cover the fundamental theories of marketing planning, while the remaining 12 chapters provide practical operational guidance. The first six chapters follow the sequence of the marketing planning process, including Introduction to Marketing Planning, Marketing Planning Concepts, Marketing Planning Creativity, Marketing Planning Momentum, Marketing Planning Analysis, and Marketing Planning Execution, offering a comprehensive overview of the relevant theories of marketing planning. The last 12 chapters unfold along the lines of corporate marketing behavior, sequentially guiding planning actions around topics such as entering the market, product promotion, corporate expansion, corporate image, logistics capabilities, corporate financing, marketing systems, marketing formats, marketing advertising, corporate public relations, marketing risk avoidance, and marketing internationalization.