Marketing and Planning

Author: Zhou Jingqin, Editor-in-Chief
Publisher:
Publish Date: 2006-01-01
Features: To meet the needs of enterprises learning marketing knowledge and conducting marketing training, especially the needs of senior management personnel in enterprises, we have compiled this textbook titled "Marketing and Planning." The features of this book are: (1) Unifying marketing and planning. Most of the current marketing and planning books on the market, whether monographs or textbooks, are written separately, each forming its own system. (2) Arranging a logical structure and process system for marketing planning. While marketing planning varies greatly for specific enterprises and projects, there is a certain pattern. (3) Beijing Economic Management Cadre College has long been committed to enterprise management training, adhering to the principle of "starting from problems, starting from the object, and starting from practice," training tens of thousands of enterprise managers, forming its own characteristics. This textbook applies the long-term teaching experience of the instructors, emphasizing the practical application of marketing theory, absorbing the fresh characteristics of marketing in Chinese enterprises, especially new cases, which are rich in information and well-documented. It strives to reflect the new experiences of marketing in Chinese enterprises as much as possible, making it more suitable for the requirements of Chinese enterprises in marketing and planning.