Marketing research planning

Author: Fan Yunfeng
Publisher:
Publish Date: 2004-01-01
Features: Mastering information is the forerunner of entering the market and the premise of production and operational activities. In the fierce competition, for a company's ideology to make its products stand out and establish a foothold, it must start by understanding market demand trends and diligently carry out marketing research and planning. Marketing research and planning is the starting point and foundation of marketing management planning and an important basis for formulating marketing management decisions. Without solid marketing research, the planning documents written will only be castles in the air. This book focuses on the application of marketing research and planning in enterprises, combining the current trends in marketing development and closely aligning with the actual situation of Chinese enterprises. It strives to grasp the basic theories and core principles of every research and forecasting aspect, carefully selecting and designing cases with strong practicality and operability. This book can serve as a learning reference for marketing research personnel and students and teachers of related disciplines.