Enterprise marketing planning

Author: Ye Wanchun
Publisher:
Publish Date: 2001-09-01
Features: This book is derived from the basic principles of marketing while also expanding on the issues covered in marketing. The target audience is the middle-to-high-level decision-makers, managers, and ambitious young individuals at the grassroots level who aspire to advance to mid-to-high-level positions in enterprises across the nation's 17 million various companies. The book consists of fourteen chapters, divided into two parts: the first six chapters cover fundamental theories, while the last eight chapters focus on practical operations. The entire book aims to delve deeper into content and present lively and engaging language, making it appealing to the business community. The author also hopes that the publication of this book will help to restore the reputation of the planning industry, correct the negative image tarnished by some "transient figures" who exploited the term "planning" for fraudulent purposes in the mid-1980s, and promote the healthy development of the industry.