Marketing Science

Author: Tian Yuehong
Publisher:
Publish Date: 2004-08-01
Features: This book elaborates on the general principles and methods of marketing. The entire book is divided into three parts. Part I consists of Chapters 1-5, primarily introducing the basic concepts of marketing, the marketing concept, and consumer analysis; Part II covers Chapters 6-10, discussing the strategies related to the four basic marketing mix elements; Part III includes Chapters 11 and 12, which present the fundamental 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.