Marketing

Author: Lin Changjie
Publisher:
Publish Date: 2004-08-01
Features: This book is written to meet the teaching needs of economic and management majors in higher vocational and technical colleges. It includes two main parts: Basic Theories and Marketing Elements, and Marketing Strategy and Tactics. The Basic Theories and Marketing Elements section introduces fundamental marketing concepts, the marketing environment, consumer markets and buying behavior, customer value and customer satisfaction, organizational buying behavior, marketing research, and target marketing. The Marketing Strategy and Tactics section, combined with numerous case studies, covers marketing strategy, competitive market strategies, product strategy, brand and trademark strategy, packaging strategy, pricing strategy, distribution strategy, promotional strategy, service marketing strategy, and international marketing strategy. This book can serve as a teaching text for marketing courses in higher vocational and technical colleges, as well as an introductory and reference book for those working in marketing to learn basic marketing knowledge and operational skills.