Marketing and Planning

Author: Hu Jicheng
Publisher:
Publish Date: 2006-01-01
Features: This book primarily introduces the following content: the concept and role of marketing, the environment of marketing activities, and the analysis of consumer behavior as the marketing target; the impact and role of factors such as product, price, distribution, and promotion on sales; the basic approach and planning process of marketing practice; market segmentation and market entry; conducting competition in the market; technical methods of market analysis; various special planning projects; and new trends in the development of marketing. The content is presented in a progressive, accessible, and easy-to-understand manner. The cases included in the book help readers gain a deeper understanding of the essence of marketing and guide their marketing practices. The special planning sections facilitate readers in applying marketing knowledge and professional development trends can provide readers with new insights. This book is suitable as a professional foundational textbook for marketing and related management majors in vocational and technical colleges, as well as a teaching, training, and self-study textbook for students and practicing marketing professionals in other types of higher education institutions.