Marketing

Author: Peng Daiwu
Publisher:
Publish Date: 2004-08-01
Features: This book can be used as a textbook for undergraduate students of economics and management in higher education institutions, as well as for vocational and technical college students majoring in economics and management. It is one of the research achievements of the project "Innovation and Practice of the Application-Oriented Talent Cultivation System in 21st Century Chinese Higher Education," and serves as a general textbook for cultivating applied economics and management talents in general undergraduate institutions. Marketing originated in the early 20th century in the United States and is an applied science based on economic science, behavioral science, and modern management theory. It is characterized by its comprehensiveness and interdisciplinary nature, falling under the category of management. This textbook, tailored to the discipline's characteristics, covers the following topics: Introduction to Marketing, Marketing Environment Analysis, Analysis of Market Buying Behavior, Marketing Information Systems, Market Segmentation Strategy, Corporate Strategic Planning Process and Marketing Management Process, Market Competition Strategy, Product Strategy, Pricing Strategy, Marketing Channel Strategy, Promotion Strategy, International Marketing, Price Combination Strategy, Channel Combination Strategy, Marketing Ethics, Marketing Strategy, Implementation and Control of Marketing, and New Developments in Marketing.