Marketing

Author: Wang Fanghua
Publisher:
Publish Date: 2004-03-10
Features: This book constructs a comprehensive and systematic marketing theory system from an international perspective. It emphasizes the combination of theory and practice, making it an excellent introductory book on marketing for undergraduates, graduates, and especially MBA students. This manuscript is part of the "Series of Business Administration Textbooks from Shanghai Jiao Tong University." The textbook provides a relatively comprehensive and systematic introduction to the basic discipline system, principles, and methods of marketing. It covers concepts such as marketing concepts, marketing environment, market research, market segmentation, market positioning, marketing strategies, marketing management, and control, following the lines of planning, organizing, leading, and controlling in management. While incorporating existing international achievements, it also combines domestic teaching practices, showing distinct Chinese characteristics in structural arrangement, content selection, and the integration of theory and practice. It is an excellent introductory textbook for marketing.