A Concise Tutorial on Marketing

Author: Li Huaiyin
Publisher:
Publish Date: 2003-08-01
Features: This book is one of the series textbooks organized and published by the Network Education College of Northeast University of Finance and Economics. It is also a new book that briefly and systematically introduces modern marketing theory and practice in China. This textbook can be used for on-campus teaching and distance education in relevant majors of colleges and universities, and can also serve as a reference book for internal training and self-study improvement of business management personnel. The book is written in textbook format. To enhance its conciseness, readability, and scientificity, and to adapt to the characteristics and requirements of teaching (especially distance education), the framework of the book is constructed according to the logical relationships of each part of marketing and the business process of marketing, condensing the entire book into 8 chapters. The content is summarized into four organic parts: Part (Chapters 1-2), from a holistic and fundamental perspective, mainly outlines the history of marketing development, the process and orientation of marketing and marketing management, as well as strategic planning in marketing; Part (Chapters 3-4), from an outward perspective, with a focus on the market and customers, analyzes the macro environment and market in a hierarchical manner; Part (Chapters 5-7), based on a clear understanding of the environment and market requirements, introduces specific marketing strategies and tactics to adapt to the environment and compete for the market; Part (Chapter 8), from the perspective of dynamic monitoring throughout the marketing process, briefly describes the management practices of organizing and controlling marketing. In the specific content arrangement of the book, there are both theoretical elaborations of general principles of marketing and practical methods that are feasible and actionable.