Modern Marketing Planning Practice

Author: Feng Kaihong, Editor-in-Chief
Publisher:
Publish Date: 2006-12-01
Features: Based on the skill requirements for marketing positions in modern enterprises, this book takes the company's marketing activities as the main thread, with the basic elements, methods, and procedures of planning as the foundation, and innovation in thinking as the core. It combines the basic format of planning proposals and presents over 160 specific cases. The book introduces the preparation methods and thinking processes of planning proposals that align with job responsibilities from various aspects, including corporate marketing strategy, marketing research, target market and market positioning, product development, pricing, sales channels, promotion, customer satisfaction, market competition, and the introduction of corporate CIS. The book is rich in case studies, easy to understand, and highly practical. Through learning, students can gradually master the planning skills required for marketing positions, which is beneficial for their employment and rapid job proficiency. This book can serve as a textbook for secondary vocational schools in marketing, international business, enterprise management, public finance and economics, and is also highly suitable as a training manual for corporate professionals and self-study material for marketing personnel. Additionally, the book is accompanied by an electronic teaching reference package (including a teaching guide, electronic lesson plans, and some answers to exercises), details of which can be found in the preface.