Introduction to Marketing

Author: Fang Guangluo
Publisher:
Publish Date: 2001-02-01
Features: This book systematically and concisely elaborates on market and marketing concepts, marketing systems and marketing environments, consumer needs and purchase behavior analysis, market segmentation and target market selection, product strategies, pricing strategies, distribution channel strategies, promotion strategies, marketing mix, corporate marketing management processes, and international marketing. The book's explanations of core marketing concepts, green marketing, megamarketing, and service marketing are content that past secondary vocational school textbooks did not cover and are highly important. In terms of presentation, the book simplifies theoretical explanations, appropriately increases the proportion of figures, tables, and examples, and includes case studies and summary sections for each chapter. This approach clearly helps improve students' learning outcomes and cultivate their professional skills, thereby forming its own distinctive features. The writing of this book represents an attempt at textbook reform and a preliminary exploration toward updating and replacing secondary vocational school textbooks for the 21st century.