Marketing Management

Author: Dai Yi
Publisher:
Publish Date: 2004-10-01
Features: Since this is a set of vocational training materials, the overall structure is fully considered in light of the trainees' actual situations, with a focus on practical application rather than theory. It aims to express the relevant knowledge framework of marketing in simple language. Each book in this series consists of several parts, including knowledge summaries, viewpoint elaborations, comprehensive case analyses, and self-assessment tests. This book is titled Marketing Management. With the establishment of the socialist market economy system and the development of global economic integration, business negotiation and sales have become important, essential, and common main contents of daily corporate operations. How to achieve successful sales and secure satisfactory negotiation outcomes has created a pressing need to cultivate senior marketing professionals with a modern market economy awareness. Following the guidance of the China Employment Training Technical Guidance Center under the Ministry of Labor and Social Security, the China Marketing Director Vocational Training Office adopted the opinions of the project expert group and established the China Marketing Director Vocational Training Designated Textbook Editorial Committee. Renowned experts and scholars were invited to draw on the latest and most cutting-edge marketing theories and practices from around the world, adopting a scientific textbook model to compile six textbooks: Marketing Management, Market Research, Marketing Channels, Strategic Marketing, Consumer Behavior, and Brand Marketing. The entire set of textbooks was published by Zhaohua Publishing House, affiliated with the State Council Information Office, in October 2004.