Effective Marketing Planning

Author: Xie Zhongqiu Gao Jie
Publisher:
Publish Date: 2006-08-01
Features: This is a textbook that emphasizes the combination of marketing planning theory and practice. In addition to providing an in-depth explanation of the basic methods of marketing planning, the book also includes a large number of analyses of specific planning issues. Many of the materials are derived from the authors' practical work experience, making it highly valuable for corporate planners. The book consists of 9 chapters, with specific content including: Basic Issues of Marketing Planning; Fundamentals of Marketing Planning; Marketing Competition Strategy Planning; Marketing Management Planning; Product Planning; Pricing Planning; Distribution Channel Planning; Sales Promotion Planning; Marketing Strategy Planning Process and Planning Effect Evaluation.