Automotive marketing and planning

Author: Guan Zhou
Publisher:
Publish Date: 2006-08-01
Features:
Chapter 1: Introduction to Automotive Marketing
Section 1: The Origin and Development of Automobiles
Section 2: The Impact of Automobile Development on Society
Section 3: The Automobile Market and Automobile Marketing
Section 4: The Evolution of Automobile Marketing Concepts
Chapter 2: Analysis of Automotive Marketing Environment
Section 1: Macro Environment Analysis of Automotive Marketing
Section 2: Micro Environment Analysis of Automotive Marketing
Section 3: Strategies for Automobile Enterprises to Adapt to Changes in Marketing Environment
Chapter 3: Management of Automotive Brand Marketing
Section 1: Overview of Brand Marketing Theory
Section 2: Effects of Brand Marketing
Section 3: Automotive Brand Marketing and Consumer Loyalty
Section 4: Brand Marketing and Automotive Marketing Models
Section 5: Shaping Brands in Automotive Marketing
Chapter 4: Automotive Sales Channels and Distributors
Section 1: Overview of Automotive Sales Channels
Section 2: Intermediaries in Automotive Distribution Channels
Section 3: Research on Domestic and International Automotive Sales Models
Section 4: Management of Sales Channels and Distributors
Chapter 5: Forecasting, Monitoring, and Revision of Sales Plans
Section 1: Forecasting Automotive Sales Plans
Section 2: Identifying and Evaluating Automotive Market Opportunities
Section 3: Monitoring and Adjusting Automotive Sales Plans
Chapter 6: Building and Daily Management of the Automotive Sales Team
Section 1: Overview of Automotive Salesperson Management
Section 2: Building the Automotive Sales Team
Section 3: Daily Management of Sales Personnel
Chapter 7: Handling Customer Complaints and After-Sales Service
Section 1: Overview of Automotive After-Sales Service
Section 2: Innovation in After-Sales Service Models—Emotional Selling
Section 3: Principles and Techniques for Handling Customer Complaints
Chapter 8: The Theory and Practice of Innovative Sales
Section 1: Modern Marketing Concepts for Automobiles
Section 2: Innovative Marketing Technologies
Section 3: Theories of Marketing Organizational Transformation
Section 4: Development Strategies for China's Automotive Marketing Models
Chapter 9: Marketing Planning Theory
Section 1: Overview of Marketing Planning Theory
Section 2: Case Study 1: FAW-Volkswagen's Planning Model in Automotive Marketing
Section 3: Case Study 2: Marketing Analysis of "Changan Star"
Chapter 10: Automotive Marketing Case Study: Buick's China Marketing Case
References
This book elaborates on the basic knowledge and theory of automotive marketing, introduces the specific content of automotive marketing, and analyzes the planning schemes of automotive marketing.