Marketing Manager Handbook

Author: Liu Yixin
Publisher:
Publish Date: 2003-01-01
Features: This book introduces professional knowledge and skills such as the formulation of marketing plans, common sense of market analysis, pricing strategies, distribution channel strategies, and integrated marketing communication strategies according to the general procedures of actual marketing activities. At the same time, it also explains the organization and implementation of promotional activities such as personal selling, advertising, public relations, and sales promotion. Finally, it elaborates on the management skills that marketing managers should possess from the perspectives of managing subordinates and managing themselves.