Marketing

Author: Chang Zhiyou, Editor-in-Chief
Publisher:
Publish Date: 2004-08-01
Features: This book aims to closely integrate marketing theory with modern marketing practices. Based on extensive absorption of the latest domestic and international marketing materials and research findings, it systematically elaborates on the entire process of modern marketing management from the perspective of management decision-making. The book consists of 14 chapters, comprehensively introducing the theory, methods, and techniques of marketing; exploring new developments in the marketing concept, the marketing environment, and the methods of market research and forecasting; and elaborating on target market strategies, product strategies, pricing strategies, distribution channel strategies, promotional strategies, and service marketing. While emphasizing the integration of theory and practice and ensuring the completeness of the theoretical framework, the book highlights its practicality and operability. Each chapter includes learning objectives and a wealth of exercises for readers. The book is well-structured, rich in content, clearly organized, and presents innovative perspectives. It can serve as a textbook for undergraduate students of marketing, as well as for MBA and postgraduate students in business administration and enterprise management. It is also suitable for business executives for self-study or in-service training.