Marketing: Basic Theories and Case Studies: Basic Theories and Case Studies

Author: Hui Bixian
Publisher:
Publish Date: 2004-03-01
Features: In a certain sense, the concept of marketing is very broad. The subject of marketing can be a country, region, enterprise, organization, or even an individual, and the field of marketing can involve every corner of the earth. The means of marketing are diverse, and the results are often remarkable. The concept of marketing discussed in this book is understood according to the definition of marketing given by Philip Kotler, a professor at Northwestern University in the United States, which is that marketing is a social process and management process through which individuals and groups create and exchange products and values with others to satisfy needs and desires.