Marketing Planning Skills Case Training Manual

Author: Zheng Fanghua
Publisher:
Publish Date: 2006-01-01
Features: Marketing planning is one of the most frequently used terms in modern enterprise management and one of the most widely applicable management activities. This book presents the complete skill domain of marketing planning to readers—covering the design of marketing strategy, the selection of marketing positioning strategy, the selection of marketing mix strategy, brand management, and marketing promotion, among others. The book adopts a parallel approach of themes and cases, emphasizing the integration of "theory" into "practice" to vividly illustrate the essence of the themes. From the perspective of practical work requirements, it highlights the refinement of marketing planning skills and provides guidance on how to acquire these skills, offering various training methods to master and apply the skills. This book is suitable as a reference and training material for marketing planning personnel, customer marketing management personnel, and other managers.