How to Conduct Marketing Planning

Author: Zhang Zhenhong
Publisher:
Publish Date: 2004-08-01
Features: "10,000 Problems for Career Managers" series selects the most common management issues encountered in the daily work of career managers. Drawing on innovative management concepts and methods, it provides systematic operational guidelines for standardizing and internationalizing work in a standardized, step-by-step, and humanized manner. At the same time, it offers a convenient learning solution for managers to enhance their professional qualities. The series covers eight major categories, including communication skills, leadership development, human resources, marketing, finance, production, logistics, and comprehensive management. The first batch introduces 100 topics. The authors of the series include senior executives from multinational companies as well as renowned professors from domestic famous business schools. This series has the following features:
Practicality of topic selection: The series' topics are closely tied to the daily management work of career managers, providing answers that are both standardized, professional, practical, and operational.
Comprehensiveness of content: The series covers all aspects of managers' work, serving as a comprehensive encyclopedia for management tasks.
Standardized expression: The writing style of this series is consistent and standardized, making it easy for readers to learn, reference, and use.
In the fierce market competition, the role of marketing planning is becoming increasingly important. An excellent marketing planning scheme can turn the passive situation of the sales market around. Therefore, career managers must master certain marketing planning knowledge. This book aims to help readers achieve a certain level of marketing planning expertise by systematically teaching the methods, implementation steps, and precautions of marketing planning. It also provides detailed introductions to various aspects, including marketing positioning planning, image planning, product planning, pricing planning, channel planning, promotion planning, marketing planning management, and integrated planning. Managers will gain relevant knowledge about marketing planning, effectively improve their skills in this area, and promote the smooth development of marketing work.