Modern Marketing (Second Edition)

Author: Cai Xinxiu
Publisher:
Publish Date: 2000-12-09
Features: This book concisely elaborates on the fundamental theories of modern marketing and the strategy and methods of marketing, comprising 12 chapters. Chapters 1 to 5 elucidate the basic theories of marketing, introducing how enterprises can adapt to dynamic environments, leverage strengths while addressing weaknesses, and formulate marketing strategy plans. Chapters 6 to 9 cover marketing strategies, explaining how to skillfully apply strategies in product, pricing, distribution, and promotion to develop and capture markets. Chapters 10 and 11 discuss marketing methods, outlining how to utilize research and forecasting techniques to understand and identify markets. Chapter 12 is dedicated to explaining how to conduct marketing activities in overseas markets. The content of this book is concise, easy to understand, and highlights both knowledge and practicality, making it suitable as a textbook for students in economics and business management at colleges and universities, as well as a training manual for professionals. It serves as a practical guide for marketing personnel in business enterprises and also offers significant reference value for self-learners.