Chinese Marketing Theory and Practice

Author: Deng Yongcheng
Publisher:
Publish Date: 2004-03-01
Features: The structure of this work consists of two fundamental threads: the development history of marketing practices in China. Each chapter of the book basically divides the development of specific marketing fields in China and analyzes the background, driving forces, and characteristics of each stage. This historical research method reveals the fundamental trajectory and some important laws of the development of marketing practices in China while outlining the trajectory of the development of this marketing field. The second thread is the research achievements of marketing theory in China. A main content of this book is to introduce and analyze the views and theories of domestic experts, with particular emphasis on introducing different perspectives. The collection and analysis of these research achievements show the deepening process of the Chinese people's understanding of modern marketing theory and some basic developmental trajectories in their understanding.