Marketing: Theory and Practice

Author: He Liju
Publisher:
Publish Date: 2004-09-01
Features: This book is divided into 18 chapters, covering basic concepts of marketing and marketing science, marketing concepts and marketing mix, marketing environment, consumer market and purchase behavior analysis, organizational market and purchase behavior analysis, competitor analysis and competitive marketing strategies, marketing research and forecasting, marketing strategy selection, strategic planning in marketing, product strategy, branding, trademark and packaging strategies, pricing strategy, distribution strategy, promotional strategy, online marketing, service marketing, international marketing, marketing organization, planning and control. Each chapter is followed by relevant cases, key terms, and discussion questions. The book has a complete system, logical structure, integrates theory with practice, and is distinct in features. It can serve as a textbook for full-time universities, adult higher education institutions, and other types of schools in economics, management, and related fields. It can also be used as a reference book for business management personnel and marketing professionals for learning and training.