Marketing Planning

Author: Chi Yunxia, Editor-in-Chief
Publisher:
Publish Date: 2006-08-01
Features: "Marketing Planning" is a core course for marketing majors and a fundamental skill that marketing professionals must master. As a practical marketing planning textbook oriented towards practical application, this book caters to the characteristics of vocational college students and their future employment needs, adhering to the principle that theoretical knowledge "must be sufficient." While generally discussing marketing planning theory, it focuses on introducing the general process, procedures, and steps, as well as the techniques and methods of marketing planning. It emphasizes the combination of theory and practice, striving to simplify complex issues and avoid unnecessary difficulties. By incorporating successful domestic and international marketing cases in recent years, the book particularly focuses on case analysis and practical exercises to cultivate students' marketing practical and innovative abilities, enhancing their overall quality and comprehensive professional competence. The book features a novel format, vivid cases, and detailed content, making it suitable as a textbook for marketing majors or other finance and economics-related disciplines in vocational colleges, as well as a learning and training resource for marketing professionals.