Marketing Science

Author: Peng Xinglu
Publisher:
Publish Date: 2002-01-01
Features: This book is divided into five parts and nineteen chapters. On the basis of systematically introducing the basic theories and methods of marketing, it also introduces and presents new marketing theories and methods. For example, it includes a dedicated chapter on the development and innovation of marketing thought, service markets, marketing planning, capital operation strategies, market competition strategies, CI strategies and CS strategies, marketing control, etc. In the original chapters, it incorporates new content such as online marketing, green marketing, consumer rights protection, government procurement systems, market evolution processes, price competition strategies, various types of channel formats, etc. Additionally, relevant cases are provided at the end of each chapter for reference and analysis by readers.