Marketing Science: 6th Edition

Author: Lamb
Publisher:
Publish Date: 2005-01-01
Features: Marketing is a comprehensive and highly applied discipline. The guiding principles for individuals, businesses, and non-profit organizations engaging in business activities differ under varying levels of productivity and different economic systems. Since the establishment of the marketing theory system, its development has closely followed the pace of the times, continuously innovating, with new theories and concepts emerging almost every decade: In the 1950s, researchers and practitioners in marketing contributed concepts such as "marketing mix," "product life cycle," "brand image," and "market segmentation." In the 1960s, concepts like "4Ps," "lifestyle," "buyer behavior," and "aggressive marketing" emerged in this field. In the early 1970s, groundbreaking theories such as "social marketing" and "product positioning" appeared. By the 1980s and 1990s, marketing theory and methods saw further development, with theories such as "internal marketing," "direct marketing," "relationship marketing," "cooperative marketing," "green marketing," and "online marketing" emerging one after another. So, what trends and developments will marketing adapt to in the 21st century? The authors of Marketing (6th Edition) focus on issues such as "globalization," "networking," "teamwork," "marketing innovation," and "entrepreneurship establishment" in response to the challenges of globalization, digitization, and networking faced by all industries after the turn of the 21st century. Throughout the book, the recurring themes are "online business," "global perspective," "entrepreneurship," "marketing career first," "customer value," "teamwork," "marketing innovation," "cross-departmental links," "video cases," and "applying knowledge to practice." These terms suggest to readers the development trends of marketing theory and methods in the early 21st century. As a marketing textbook, like other textbooks, the authors use numerous cases to substantiate the theories. However, when selecting cases, the authors have fully considered their diversity, including successful cases of well-known enterprises, as well as the successes and failures of many small businesses, and even cases of non-profit organizations, making the book more readable and practical.