Marketing Planning

Author: Chen Guoqing
Publisher:
Publish Date: 2004-09-01
Features: Under the impact of the two major trends of globalization and informatization, a new revolution storm in the marketing industry is about to arrive. The 4P marketing, once revered as a classic and leading the trend for a time, has fallen from grace. Following it, the 4R marketing model, propelled by the post-economy, is sweeping towards the Chinese marketing industry with thunderous force. Currently, there are countless books and teaching materials on marketing available in China, but unfortunately, there are very few systematic and practical marketing planning textbooks. Based on this, the China Planning Research Institute has compiled this textbook, "Marketing Planning." The guiding principle behind its compilation is to focus on the forefront of global marketing theories, the information economy era, the practical realities of Chinese enterprises, and the market needs of marketing planning professionals, striving to achieve practicality, usability, and effectiveness.