Business Planning Theory and Practice

Author: Zhu Peili
Publisher:
Publish Date: 2004-01-01
Features: This book treats corporate planning as a discipline, providing a comprehensive and systematic introduction to its fundamental knowledge and operational applications from the integration of theory and practice. The book consists of eight chapters. Chapter 1 discusses the evolution and development, characteristics and functions, methods and steps of planning; Chapters 2 to 7 provide detailed elaborations on corporate planning from six aspects: strategy, image, marketing, advertising, public relations, and brand; Chapter 8 focuses on technological innovation and patent technology development planning. Each chapter includes specific case studies of planning. This book can serve as a textbook for colleges and universities, as well as a reference for business management personnel and cadres of Party and government agencies.