Marketing Planning: Theory and Techniques

Author: Zhang Dingwei Dong
Publisher:
Publish Date: 2007-01-01
Features: This textbook systematically introduces the basic theories of marketing planning, creativity, creative thinking, marketing planning methods, marketing environment analysis and research planning, marketing strategy planning, target marketing planning, product planning, pricing planning, distribution planning, advertising and personal selling planning, public relations and promotional planning, promotional planning, corporate image planning, marketing planning reports, marketing planning organization and personnel, and more. It covers almost all areas of marketing planning practice. Among them, creative methods, creative thinking training, planning methods, roadshow planning, retail store operation planning, marketing planning organization, marketing planning personnel, retailer's offloading strategies, and category management are content rarely mentioned in other similar textbooks but widely used in practice. The book systematically introduces the basic theories of marketing planning, creativity, creative thinking, marketing planning methods, marketing environment analysis and research planning.