Marketing Planning

Author: Xue Xinguang
Publisher:
Publish Date: 2004-01-01
Features: This book comprehensively and systematically introduces the basic theories and methods of marketing planning. Starting from practical experience, it analyzes and plans corporate marketing activities by exploring the development and change patterns of markets, enterprises, and their products. The guiding principle of this book is to adhere to theory as the guide for activities, emphasize practical analysis based on theory, and stress the use of a scientific process to ensure scientific results. Pay attention to the particularity of contradictions and focus on detailed analysis of marketing activities. In terms of the book's structure, it follows the sequence of theory and methods – decomposed planning – goal planning – comprehensive planning, progressing from simple to complex. It aims to provide readers with a clear framework and methodology. In terms of content elaboration, it first discusses general concepts, basic processes, basic theories, and basic analyses in a general manner, and then elaborates on marketing elements. It does not aim for completeness but seeks to provide examples with typical significance and practical value. The eleven chapters of this book can be divided into four parts. The first three chapters cover basic theories, introducing the common basic concepts and principles of marketing planning, with a focus on explaining the analysis methods and approaches of marketing planning. Chapters 4, 5, 6, and 7 discuss element planning, exploring specific methods for planning corporate marketing activities from the perspective of marketing planning elements. Chapters 8, 9, and 10 cover specialized planning, focusing on discussions on marketing activities in specific aspects of enterprises. Chapter 11 is a comprehensive practical planning, which aims to give readers a complete understanding of marketing planning through the analysis of comprehensive cases. During the writing process, we strive to combine marketing principles, innovation theory, and planning practice, highlighting the theoretical, scientific, and practical aspects of the textbook. This book can serve as a teaching material and reference for marketing and enterprise management majors in higher vocational colleges, as well as for planning professionals.