Marketing Theory and Practice

Author: Wang Changjiang
Publisher:
Publish Date: 2004-08-01
Features: This book strives to reflect the new methods and challenges in marketing theory research, closely aligning with real-world economic life. It integrates theory with practice, emphasizing practicality and operationality, aiming for clarity and ease of understanding. To this end, we have included a wealth of cases and provided discussion questions at the end of each chapter to help readers digest and comprehend the theories and content. Marketing is a product of market economies at a higher stage of development and a theoretical summary of modern enterprise marketing management practices. Particularly after China's entry into the World Trade Organization (WTO), marketing has become an indispensable practical science for accelerating the pace of socialist market economy and for Chinese enterprises to implement global strategies. With the advancement of time, marketing has continuously been enriched, refined, developed, and innovated in practice, becoming a powerful tool to guide enterprises to survive and thrive in a rapidly changing market environment and intense competition, as well as a winning strategy for entrepreneurs. It has been widely applied in all aspects of society.