Modern Marketing Science

Author: Wang Yi
Publisher:
Publish Date: 2004-08-01
Features: Modern marketing management is an applied management science that integrates multiple disciplines such as management, economics, and sociology. It is a highly popular and important subject in the market economy. Under market economy conditions, the concepts, theories, principles, methods, and policies of modern marketing are not only applicable to various profit-making organizations in society but are also widely adopted by government departments and other social organizations. To meet the practical needs of marketing management in China's business community and to fulfill the teaching requirements of marketing management courses in higher education institutions, we have organized the writing of this book. This book has three main features: 1. It systematically comprehensively organizes the theories and methods of modern marketing management, emphasizing the combination of theoretical and practical aspects; 2. It includes new developments in the field of marketing, such as marketing capabilities, integrated marketing, service marketing, online marketing, green marketing, and database marketing; 3. Each chapter includes a summary and review questions to help students grasp the key points of the course, facilitate review or self-study, and improve their analytical and problem-solving skills. This book is primarily intended as a textbook for undergraduate and associate degree programs in business management at higher education institutions. It can also be used as a teaching material for self-study programs in economics-related fields, as well as for various training and self-study purposes.