Modern marketing

Author: Liu Baocheng
Publisher:
Publish Date: 2004-01-01
Features: The object of marketing research is the supply-demand relationship between businesses and customers. Businesses, as the supplying party, seek profit by providing products, while customers, as the demanding party, hope to benefit from the products they purchase. When interests align and paths converge, the way naturally unfolds. Therefore, the task of marketing is to help businesses align products with demand to achieve social and operational value. Looking at various marketing books, their basic frameworks consistently follow this pattern: exploring different customer needs; examining market environments; processing market information; studying buying and consumption behavior; introducing the marketing mix composed of product, channel, pricing, and promotion; discussing promotional methods; and summarizing competitive market strategies. This book does not intend to deviate from this established model, but it does have some distinctive perspectives and positions, with shifts in emphasis. To highlight the fundamental mission of marketing, the book begins with the four major problems of humanity; to adapt to the trends of digitalization and globalization, it specifically adds two chapters on online marketing and international marketing; to emphasize the significance of product innovation, it adds two chapters to discuss new product issues and quality standards; and to emphasize modern marketing awareness, it dedicates two chapters to the value of brands and packaging. In terms of writing style, the book strives for clarity and conciseness; for theoretical issues, it focuses on tracing the origins to avoid the spread of misinformation; and to enhance visual effects, it incorporates numerous charts and examples.