Corporate Marketing Planning

Author: Zhuang Guijun
Publisher:
Publish Date: 2005-06-01
Features: According to the course objectives, this textbook highlights the following three features. Localization. On one hand, it fully considers the impact of China's political, economic, social, and cultural environment on corporate marketing activities, arranging the course content in line with the way Chinese people think. On the other hand, it uses as many Chinese local examples as possible to explain the content and employs Chinese local cases as materials for training students. Second, operability. This is reflected in: (1) Emphasizing operability in the content, avoiding excessive theoretical analysis and explanation; (2) Case-based teaching, appending two or three relevant cases after each section, allowing students to work hands-on, using the information provided in the cases for planning, while teachers mainly assess students based on their planning skills. Third, the combination of overall marketing planning and project planning. Overall marketing planning focuses on planning and controlling the company's overall marketing activities, while project planning focuses on planning and controlling a specific marketing project (such as an advertising campaign during a certain period, an exhibition event, or a brand). Corporate marketing planning refers to the operational process of efficiently introducing products or services to target markets based on the company's overall strategy, through the analysis of internal conditions and external environments, meticulous conceptualization, design, and combination of marketing elements. As a course, corporate marketing planning aims to cultivate students' practical marketing planning skills. This book introduces the basic concepts, procedures, and methods of corporate marketing planning, including market research and market research planning, analysis of the corporate marketing environment, determining target markets, marketing mix planning, and some major marketing project planning, such as product planning, pricing planning, marketing channel planning, communication and promotion planning, and relationship marketing planning, etc. This book emphasizes localization, operability, and the combination of overall marketing planning and project planning in its content. For this purpose, it provides suitable Chinese local cases for teaching and student practice at the end of each chapter.