目錄
Part 1 Business Planning
Chapter 1 Business Planning Overview
Chapter 2 Layout of Business Planning
Chapter 3 External and Internal Analysis
Chapter 4 Risk Management
Part 2 Marketing
Chapter 1 Marketing Concept
Chapter 2 The Role of Marketing in Strategic Planning
Chapter 3 Marketing Environment
Chapter 4 MIS--Marketing Information System
Chapter 5 Consumer Buying Behavior
Chapter 6 STP--Segmentation, Targeting, Positioning
Chapter 7 Product, Services, and Branding Strategies
Chapter 8 New-Product Development and Product Life-Cycle Strategies
Chapter 9 Pricing Strategy
Chapter 10 Marketing Channels and Supply Chain Management
Chapter 11 Promotion
Chapter 12 Customer Relationship Management
Chapter 13 The Global Marketplace
Chapter 14 Societal Marketing & Ethics
Part 3 Finance
Chapter 1 Sources of Finance
Chapter 2 Prepare Basic Management Accounting Information
Chapter 3 Prepare Basic Financial Accounting Information
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