Marketing

Author: None
Publisher:
Publish Date: 2003-01-01
Features: "Introduction to Marketing" meets all the undeniable needs of beginners in marketing. The book is comprehensive, covering all important topics that marketers and consumers need to know, yet its moderate length still allows beginners to manage to read the entire book within a limited semester. The important principles and concepts in "Introduction to Marketing" are supported by research and empirical studies in economics, behavioral science, and modern management theory, but the book adopts a practical approach that combines marketing and management. Various concepts are demonstrated through numerous examples of marketing problems identified and solved by well-known and lesser-known companies. The English edition of this book has been recommended by the National MBA Teaching Advisory Committee as the preferred textbook for marketing courses. Philip Kotler, known as the "Father of Modern Marketing," is a prolific author who holds a special fondness for this book. The Chinese translation of this book, "Marketing Tutorial," has been widely popular among readers. Stripping away overly embellished content and omitting the tedious details of a textbook, the third revision of the translation aims to present to everyone a concise, fluent, yet professional, well-structured, and authoritative popular reading on marketing.