Marketing Planning: Winning Strategies for the 21st Century Market

Author: Bian Fangjun
Publisher:
Publish Date: 2005-09-01
Features: Planning marketing is a new strategy for winning in 21st-century marketing. It effectively integrates marketing resources and advances systematic planning to guide business operations, embodying a strategy where planning takes precedence in the marketing process. The significance of this book lies in treating marketing as a social behavior and planning as a rational thinking process for formulating action plans. In the real world where theory is constrained by practice, it enables marketing behavior to be scientific and rational, reducing blindness and resource waste. From this perspective, planning marketing is given a brand-new era of meaning. Based on a philosophical viewpoint and guided by communication studies, the book analyzes planning and marketing from a macro perspective, elaborating on the dialectical relationship between planning and marketing, and detailing the characteristics of planning marketing in the new era. It summarizes 25 winning strategies for corporate planning marketing with distinct era-specific features, explains the important carrier of planning marketing—communication media and its relationship with planning marketing, and provides an in-depth analysis of how to utilize modern communication methods to implement planning marketing. Additionally, the book collects numerous classic domestic and international cases and planning proposals, which are both innovative and inspiring, as well as practically operational for guidance. Of course, this is the author's self-assured feeling upon finishing the manuscript and handing it over to the publisher for the last time.