Marketing Management

Author: Liang Xiuqing
Publisher:
Publish Date: 2002-02-01
Features: This book is easy to understand and explains concepts in a simple yet profound manner. It is not only suitable for undergraduate and graduate students in economics and management, as well as ordinary postgraduate students and MBA students in business administration, but also for business operators, marketing professionals, and all friends interested in marketing. Marketing is a rapidly developing emerging management science in today's world, used to guide businesses in discovering markets, seizing opportunities, winning customers, and achieving corporate and social goals. In the face of the growing globalization of market competition, this book comprehensively incorporates the latest theories and technologies of modern marketing from abroad while integrating the practical aspects of Chinese business marketing management. It systematically and thoroughly discusses the basic theories, principles, strategies, and techniques of marketing. The book consists of fifteen chapters, covering main topics such as Introduction, Market Analysis, Target Market Selection and Market Positioning, Product Strategy, Pricing Strategy, Promotion Strategy, Relationship Marketing, E-commerce Marketing, Service Marketing, Marketing Organization, Execution and Control, and International Marketing.