Marketing Planning

Author: Yang Minggang
Publisher:
Publish Date: 2002-08-01
Features: Marketing planning is the practical application of basic marketing theories. It is a skill that marketing professionals must master. This book concisely introduces the fundamental theories of modern marketing, focusing on the practical aspects of marketing planning. The author is industry-oriented and market-focused, integrating the knowledge points required for professional positions into skill training. In areas such as market research, marketing strategy, promotion, distribution, pricing, new product development, and marketing management, the book provides both general overviews and specific work steps, along with numerous classic case studies, aiming to inspire readers' thinking in an accessible way and guide practical operations. The author emphasizes the development of professional skills, placing great importance on the practicality, professionalism, adaptability, and modernity of the textbook. This book serves as a teaching material for higher vocational schools' business and economics majors, as a reference for other majors selecting marketing, as a textbook for various types of marketing training programs, and also as a reference for teachers in universities and financial and economic colleges in related fields. Additionally, it is suitable as self-study material for middle and senior-level economic workers.