Marketing Management (English Edition. Second Edition) (English Edition)

Author: Qin Ketao
Publisher:
Publish Date: 2002-01-01
Features: This book reflects this applied approach. While providing you with important principles and theories, we also offer experience accumulated over the years through our work with many domestic and international companies. When discussing advertising, trade, sales, and market segmentation, you may realize this application-oriented focus. The book presents key concepts and theories of marketing, covering marketing planning, research, and information; market segmentation, positioning, and branding; advertising strategies, direct marketing, promotions, and public relations; pricing decisions; distribution and supply chain management; product and service decisions, and more. It explores marketing management from a global perspective, enabling readers to truly understand how marketing management should adapt to the environment faced by businesses. The book places a strong emphasis on practical application, featuring 45 explanatory cases, 30 analytical cases, and 10 complete cases to help readers simulate effective marketing management decision-making. This book is suitable for undergraduate and graduate students in management majors, MBA students, and senior management professionals in enterprises.