Marketing Strategies and Applications

Author: Lin Feng / Hang Jianping / Wang Haiyun
Publisher:
Publish Date: 2004-06-01
Features: This book provides a comprehensive introduction to the fundamental knowledge system of modern marketing theory and, based on this, delves into the new developments in current marketing theory. It also uses vivid case studies to demonstrate how enterprises can effectively formulate marketing strategies, make marketing decisions, and carry out marketing activities in actual operations. Building on the introduction of the fundamental knowledge system of modern marketing theory, the book explores the new developments in marketing theory, such as the 4Cs, 4Rs, and 4Vs of the marketing mix theory, as well as online marketing, customer relationship management, and integrated marketing. Additionally, it presents five case studies (including four successful enterprise cases: HP, Dell, AOP Bathroom Heater, and New Concept Car Rental, as well as one failed enterprise case: Meichu Instant Noodles) and evaluates them to illustrate how enterprises can effectively make marketing decisions and carry out marketing activities in actual operations.
Target Audience: Leaders of Party and government enterprises, theoretical publicity workers, scientific researchers in the field of social sciences, and university teachers and students.