International Standard Text for Marketing Management

Author: Cui Mingli
Publisher:
Publish Date: 2004-09-01
Features: In recent years, China's economy has been in a state of rapid development. In the fierce market competition environment, a number of successful enterprises have emerged, capable of dominating the market and even competing with foreign giants. However, due to their short development history and the inherent shortcomings of the domestic economic environment, most enterprises still face issues such as extensive operations, low efficiency, and weak service awareness. Their management and operational levels still have a considerable gap from the requirements of modern enterprises. This book is divided into eight chapters: Chapter 1, Market Research and Forecast Management Standard Text; Chapter 2, Marketing Plan Management Standard Text; Chapter 3, Product Management Standard Text; Chapter 4, Pricing Management Standard Text; Chapter 5, Marketing Channel Management Standard Text; Chapter 6, Promotion Management Standard Text; Chapter 7, Customer Management Standard Text; Chapter 8, Logistics Management Standard Text. Each chapter of the book is structured into three parts: management systems, management documents, and management forms, which together form a complete management standard system. The management systems primarily introduce the management rules, regulations, and procedures of enterprises; the management documents mainly introduce the common management documents used in daily operations; and the management forms mainly introduce the commonly used forms in enterprise management. This book provides systematic and comprehensive reference materials for marketing management personnel, helping them to free themselves from tedious paperwork and engage in more efficient management work. Additionally, the advanced ideas and operational methods included in the management texts selected for this book will also be highly beneficial for those who wish to delve deeper into the principles of business management.