Marketing Planning: Principles and Practice

Author: Dong Congwen
Publisher:
Publish Date: 2005-01-01
Features: Marketing planning is a byproduct of a market economy. Under increasingly competitive market economic conditions, the focus of competition is often not on a company's "hard" aspects, such as technology, equipment, and capital, but more on "soft" aspects, such as management and the innovation capability of marketing planning. This book systematically introduces the principles, procedures, and methods of marketing planning. The book is divided into three parts: Part I is the Foundation Section, which introduces the basic concepts and procedures of marketing planning, several main planning methods, the writing of planning proposals, and the planning of market research. The second part is the Strategic Management Section, which introduces the planning content and methods of marketing strategy and management. The third part is the Strategy Section, which introduces the planning principles and methods of various marketing strategies. This book particularly emphasizes the completeness, systematic nature, and practicality of marketing planning knowledge. It is suitable for use as a textbook in colleges and universities for marketing, business administration, and other related majors, as well as for training and self-study by business and enterprise managers and planners.