Marketing

Author: Chen Chunbao
Publisher:
Publish Date: 2004-05-01
Features: This book is a marketing textbook with 14 chapters: Chapter 1 Introduction; Chapter 2 Marketing Research; Chapter 3 Marketing Environment; Chapter 4 Consumer Buying Behavior; Chapter 5 Business Buyer Behavior; Chapter 6 Competitor Behavior; Chapter 7 Market Segmentation and Market Positioning; Chapter 8 Product Strategy; Chapter 9 New Product Development; Chapter 10 Pricing Strategy; Chapter 11 Distribution Channel Strategy; Chapter 12 Intermediaries and Marketing Logistics; Chapter 13 Promotion Strategy; Chapter 14 Marketing Management. This textbook combines theory with case studies, featuring a progressive, logical, and rational structure; content that is novel, systematic, and scientific; methods that are inspiring, operational, and practical; and language that is standardized, accessible, and fluent. It is suitable as a university undergraduate textbook for economics and management majors and can also be used for self-study or reference by individuals interested in marketing theory and practice. Additionally, to facilitate teaching and learning, this textbook comes with supplementary teaching materials. We welcome faculty and students, as well as others interested in marketing, to browse or download these materials from the China Economic Press website (www.economyph.com).