Marketing Science

Author: Liu Chuanjiang
Publisher:
Publish Date: 2004-08-01
Features: This book systematically introduces the basic framework and content of marketing theory, elaborates on the new theories and their development practices in marketing. Its main contents include: basic concepts of marketing, strategic planning and the marketing management process, marketing environment, consumer market and buyer behavior analysis, market segmentation and target marketing, competitive marketing strategies, product strategy, pricing strategy, distribution strategy, promotion strategy, marketing organization, planning and control, marketing research and information systems, international marketing and new areas and theories in marketing. This book emphasizes both the systematicity and normativity of theory while highlighting the practicality and flexibility of application. In terms of content, it reflects both the internationalization of strategy and the localization of tactics.