Marketing Science

Author: Fan Mingming
Publisher:
Publish Date: 2004-07-01
Features: This book is a key textbook of the Ministry of Education and a 21st Century Curriculum Textbook of the Ministry of Education. It employs a combination of historical research and contemporary research, normative research and empirical research, as well as qualitative research and quantitative research methods to systematically explore the development, evolution, and application of marketing in the 20th century. It provides an in-depth analysis of the adaptability of marketing principles in the Chinese marketing environment. The book not only focuses on discussing the historical evolution of relevant concepts and principles in marketing but also skillfully showcases the new developments in the field of marketing and the future trends of marketing in the 21st century. It fully absorbs and incorporates the new achievements of academia both domestically and internationally while clearly clarifying the shortcomings and gaps in existing literature. It introduces the essence of modern marketing theories based on China's national conditions and fully reflects China's marketing cases as well as the contributions of Chinese enterprises to marketing theories. The book offers innovative insights on issues such as green marketing, customer value, benchmarking, online marketing, service marketing, nonprofit organization marketing, and international strategic alliances.