Modern Marketing Science

Author: Ly Yilin
Publisher:
Publish Date: 2004-02-01
Features: This (3rd edition) book is based on the fundamental concepts of marketing and combines China's corporate marketing environment and practices to systematically introduce the strategy, tactics, organization, planning, and control of marketing. It provides in-depth analysis of highly practical topics such as target market selection, marketing strategy mix, competitive strategy, and international marketing strategy. The book has added two new sections: brand strategy and new developments in marketing. At the end of each chapter, there are discussion questions and cases to help readers connect theory with practice and further understand the content of the textbook. The material is comprehensive and easy to understand, making it suitable as a textbook for undergraduate marketing students, as well as for MBA and business management graduate students. It is also ideal for business executives and management personnel for self-study or in-service training.