Marketing

Author: Ji Hui
Publisher:
Publish Date: 2004-08-01
Features: This book elaborates on the general principles and methods of marketing. The book is divided into three parts. Part 1 consists of Chapters 1–5, primarily introducing the basic concepts of marketing, the marketing concept, and consumer analysis; Part 2 covers Chapters 6–10, introducing the strategies related to the four basic marketing mix elements; Part 3 includes Chapters 11 and 12, covering the basic processes and functions of marketing management, while also explaining the uniqueness of services as a special intangible product in marketing. This textbook, tailored to the characteristics of vocational and technical education, comprehensively reflects the new developments in marketing theory, introducing emerging theories such as event marketing and symbiotic marketing. The book can serve as a textbook for economic and management majors in vocational and technical colleges and is also suitable for economic and management cadres and other individuals studying management science.