Part 1 Business Planning… …………………………………… 001 Chapter 1 Business Planning Overview ……………………… 002 Chapter 2 Layout of Business Planning ……………………… 006 Chapter 3 External and Internal Analysis …………………… 015 Chapter 4 Risk Management …………………………………… 030 Part 2 Marketing………………………………………………… 047 Chapter 1 Marketing Concept ………………………………… 048 Chapter 2 The Role of Marketing in Strategic Planning ……… 063 Chapter 3 Marketing Environment …………………………… 073 Chapter 4 MIS—Marketing Information System ……………… 087 Chapter 5 Consumer Buying Behavior ………………………… 093 Chapter 6 STP—Segmentation, Targeting, Positioning ……… 105 Chapter 7 Product, Services, and Branding Strategies ………… 128 Chapter 8 New-Product Develomn ad Product Life-CycleStrategies …………………………………………… 155 Chapter 9 Pricing Strategy …………………………………… 171 Chapter 10 Marketing Channels and Supply Chain Management 185 Chapter 11 Promotion ………………………………………… 200 Chapter 12 Customer Relationship Management ……………… 229 Chapter 13 The Global Marketplace …………………………… 241 Chapter 14 Societal Marketing & Ethics ……………………… 265 Part 3 Finance…………………………………………………… 279 Chapter 1 Sources of Finance ………………………………… 281 Chapter 2 Prepare Basic Management Accounting Information 299 Chapter 3 Prepare Basic Financial Accounting Information…… 319
Business Planning and Financial Management《商务计划与财务管理》是根据中外合作办学项目专业教师的双语教学实际,结合新时期中外合作办学项目高职学生的专业需求所编辑出版的系列丛书之一。本书根据中外合作办学项目专业人才培养目标,以商务的基本理论为出发点,旨在培养中外合作办学项目专业学生,使之成为既有系统的专业理论知识,又有实际工作经验与能力的商务人才。