Marketing Planning

Author: Wang Fang
Publisher:
Publish Date: 2006-07-01
Features: The writing of this textbook is based on the basic procedures of marketing planning, with marketing project planning as the main line. Building on fundamental marketing theories, it incorporates the latest research findings and development trends, striving to make the textbook scientifically sound, practical, and forward-looking. The textbook is grounded in vocational and technical education, with the aim of cultivating students' operational skills in marketing planning. Through studying this textbook, students will be able to master and apply the knowledge they have learned to plan general marketing projects. The textbook has the following features:
First, it emphasizes practicality. In terms of content, it focuses on practicality without excessive theoretical analysis or explanation. It primarily introduces the steps, content, and specific writing formats for common marketing planning projects. This is convenient for students on campus to learn and master, and it can also serve as a reference for actual marketing planning.
Second, it highlights localization. It makes every effort to use the latest Chinese domestic cases for explanation, which is convenient for students to understand and master the course content, and can also provide certain guidance for actual marketing planning.
Third, it focuses on case studies. The entire textbook uses a large number of cases to explain the course content, enhancing the readability and practicality of the textbook. Appropriate cases are arranged at the beginning and end of each chapter, allowing students to think and analyze based on the information provided in the cases, combined with the learning content, to improve their practical operational skills.
This book mainly introduces topics such as the introduction to marketing planning, the analysis of marketing planning themes and the environment, product planning, pricing planning, and more.