Marketing Science

Author: Liu Jinhua
Publisher:
Publish Date: 2002-02-01
Features: This book takes marketing theory as its main thread, covering a total of thirteen chapters. Chapters 1 to 6 primarily discuss corporate marketing strategy and management issues, while Chapters 7 to 10 focus on corporate marketing mix strategy issues. Chapters 11 to 13 respectively address corporate marketing organization and control, service marketing, and international marketing. The book features innovative concepts, concise content, strong systematic and standardized characteristics, making it suitable as a teaching material for relevant majors in vocational and technical colleges, as well as a reference for financial and administrative personnel and managers in various enterprises and institutions.