Marketing Science

Author: S?nderhansen
Publisher:
Publish Date: 2004-01-01
Features: This book is one of the "Braun Economics Translation Series." It is a rare textbook in marketing, suitable for both students and business professionals. It provides a systematic introduction to the concepts, processes, problems, and applications of marketing. Through the analysis of case studies throughout each chapter, it comprehensively covers the marketing planning process, the establishment of marketing tasks and objectives, the formulation of marketing strategies, target market control, and the essence and application of the marketing mix. Additionally, it offers modern marketing tools such as market segmentation, sales forecasting, and the design of the product-distribution-price-promotion (4P) framework. To help readers master the content, the book is structured with an executive summary at the beginning of each chapter, a summary conclusion or hint at the end of each chapter, as well as exercises and answers. It has also incorporated new content on online marketing.