Logistics marketing

Author: Yuan Yanqing
Publisher:
Publish Date: 2003-01-01
Features: This book combines modern high-rise marketing theories, methods, and strategies with the specific situations of rapidly developing logistics enterprises. Based on the characteristics of the logistics industry, it elaborates on the basic theories, methods, and strategies of marketing for logistics enterprises. The book is divided into twelve chapters, covering main topics such as the research object, basic concepts, and methods of logistics marketing, marketing concepts, environmental analysis, customer analysis, and competitor analysis. It also includes the marketing information system, market research and forecasting, market segmentation, target marketing, and market positioning. Additionally, it discusses the marketing mix, product strategy, pricing strategy, distribution strategy, and promotion strategy, as well as online marketing methods. The book concludes with marketing strategy planning and marketing management activities. At the end of each chapter, relevant cases and discussion questions are provided. The book is well-structured, thoroughly explained, and closely linked to practical applications, making it highly industry-specific. It can serve as a textbook for logistics management and related disciplines in higher vocational colleges, technical secondary schools, adult higher education institutions, and secondary colleges and private higher education institutions. It is also suitable as a reference book for logistics management personnel and marketing professionals for learning and training purposes.