Marketing and Planning

Author: Li Shijie (Editor-in-Chief), Liu Huiya, Zhao Yanhong, Li Ying, Xu Guoliang (Associate Editors)
Publisher:
Publish Date: 2006-09-01
Features: This book is written based on the characteristics of vocational education, providing an easy-to-understand explanation of the theory, techniques, methods, and strategies of marketing and planning. The book is divided into fourteen chapters, covering main content such as: Introduction to Marketing Planning, Marketing Research Planning, Marketing Environment Analysis, Marketing Strategy Planning, Market Positioning Planning, Market Competition Planning, Corporate Image Planning, Customer Satisfaction Planning, Product Planning, Pricing Planning, Distribution Planning, Promotion Planning, Marketing Innovation Planning, and Marketing Management Planning. It not only comprehensively reflects the fundamental principles of marketing, but also incorporates cutting-edge perspectives, innovative techniques, and vivid case studies in marketing planning. To facilitate self-study for students and teaching for instructors, each chapter includes "Teaching Objectives and Requirements," "Key Terms," "Teaching Focus and Difficulties," "Knowledge Structure Chart," "Case Analysis or Comments," "Exercises and Reflection Questions," and "Simulated Practical Training Questions." This book can serve as a textbook or reference for students in economics and management-related majors in vocational and technical colleges, as well as a training manual for corporate marketing and management personnel.