Principles of Marketing

Author: Wan Chenglin
Publisher:
Publish Date: 2004-07-01
Features: This book is compiled to meet the needs of learning marketing management and market economy theory, as well as updating teaching content and training. The book starts with the study of market development, discussing the process, objectives, and theory of market development separately. It analyzes the market structure into type structure, hierarchical structure, segmented structure, and organizational structure. It comprehensively elaborates on the market functions within market mechanisms, market functions, and market roles, and deeply explores the supply-demand mechanism, price mechanism, and competition mechanism within market mechanisms. It provides a detailed analysis of market operation rules, the economic behavior of operators and consumers, as well as the functions, characteristics, content, and methods of market management. This book integrates theoretical, systematic, and applied aspects, making it suitable as a specialized textbook for learning marketing management and market economy theory, as well as a textbook for finance and economics majors in universities.