Introduction to Marketing

Author: Hou Guisheng
Publisher:
Publish Date: 2004-07-01
Features: "Introduction to Marketing" is an applied science built upon economic science, behavioral science, and modern management theory. Its research object is the enterprise marketing activities and their regularities centered on meeting consumer needs. The main content includes: core concepts of marketing and various marketing philosophies, analysis of marketing environment and consumer purchasing behavior, market research and forecasting, target marketing strategies, product strategies, pricing strategies, distribution channel strategies, and promotion strategies, marketing organization, implementation, and control, service marketing, international marketing, etc. The main feature of the textbook is to prioritize the cultivation of students' practical and creative abilities, based on fundamental marketing theories, closely linked to the actual work in the marketing frontline, emphasizing practical teaching, and highlighting the development of students' applied skills.