“为什么我们详细制定的营销计划没有预期效果?”“公司营销的毛病出在哪里?”“公司为什么要请咨询公司?”“营销咨询能为企业做什么?”这些情况是企业营销人员所熟悉的,《营销管理咨询实务》为我们解答了这些问题。当今的企业面临的市场规则日益规范化,消费者日益成熟和有主见,在竞争日益加剧下,市场呈现供过于求状态,于是,企业的生存和发展,将日益取决于自身管理水平的高低。除了不断提高自己的决策质量外,另一条高效、低成本的途径是:借用管理咨询“外脑”。有人说,咨询业的发展过程实际是把组织内部的部分职能不断社会化的过程,尤其是企业正在把部分管理职能交给那些拥有理论基础、富有实战经验的外部专家来执行,这就是管理咨询。《营销管理咨询实务》表明了通过咨询顾问的知识技能、专业经验帮助企业建立有效的营销管理体系,我们看到北大纵横公司将所积累的营销管理技巧、分析企业营销问题的方法在企业中进行运用。这本书告诉企业营销人员,咨询顾问是如何思考企业的营销问题的,复 “” “” “Why the company to consult the company? ” “Marketing consulting can do for the enterprise? ” “ These situations are familiar to enterprise marketers, ”Marketing Management Consulting Practice“ to answer these questions for us. Today's enterprises are increasingly standardized market rules, consumers are increasingly mature and assertive, in an increasingly competitive market oversupply, so the survival and development of enterprises will increasingly depend on the level of their own management. In addition to continually improving the quality of its own decision-making, another efficient and cost-effective approach is to borrow management consulting. Some people say that the development of the consulting industry is actually the process of continuously socializing part of the internal functions of an organization. In particular, enterprises are putting some of their management functions under the control of external experts with theoretical basis and rich practical experience. This is what management consulting . ”Marketing Management Consulting Practice" shows that through consulting knowledge and skills, professional experience to help companies establish an effective marketing management system, we see the aspect of the company will be accumulated marketing management skills, analysis of corporate marketing methods in the enterprise use. This book tells corporate marketing staff, consultants how to think about marketing issues, complex