Marketing Planning

Author: Ye Wanchun Ye Min
Publisher:
Publish Date: 2005-01-01
Features: The book is divided into two main parts. The first four chapters cover the basic theories of marketing planning, including the principles and concepts of marketing planning, operating systems, preliminary tasks, and creative thinking. The following eleven chapters focus on the practical operations of corporate marketing behavior planning, elaborating on the planning actions related to corporate market entry, market positioning, corporate image, corporate behavior, product promotion, brand extension, relationship marketing, supply chain management, channel risk management, corporate development and enhancement, and international marketing. This book provides a relatively comprehensive guide for enterprises to conduct marketing planning and has strong operational applicability. It is a revised version of the national "Tenth Five-Year Plan" key textbook, compiled specifically for the teaching needs of marketing majors. It is suitable for undergraduate students of marketing majors and readers interested in marketing planning.