Marketing Business Handbook - The Key to Success

Author: Liu Yanjie, Duan Bingde, Li Peng
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: 2002-06-01
Features: This book is a professional treatise that introduces the essential marketing knowledge required for conducting market promotion in a new marketing environment. Starting from real-world needs, it comprehensively summarizes the various skills and strategies needed for market promotion activities, and then meticulously explains the operational principles and techniques of various tools. The book is divided into three parts: The Understanding Part, The Practical Part, and The Strategy Part. In the Understanding Part, it focuses on positioning the company's market promotion work and introduces some common market promotion tools and methods. The Practical Part emphasizes the specific operational applications of various promotion tools in market promotion activities. In the Strategy Part, it uses the method of combining theory with practice to explain the strategies and methods of market promotion. Readers can appreciate the art of applying marketing promotion tools from the Strategy Part, which will greatly benefit the breakthrough and development of marketing work.