Marketing Science (Second Edition)

Author: Wu Si Zong, Editor-in-Chief
Publisher:
Publish Date: 2005-03-01
Features: This book features a comprehensive and systematic study of the theories, strategies, and tactics of marketing localization; explores new developments in marketing under the information age; incorporates game theory into competitive strategy, utilizing various mathematical models to solve marketing problems; and focuses on practical application to help readers develop marketing planning skills.
Target Audience: Undergraduate and graduate students in economics and management majors; MBA and EMBA students; teaching and research personnel in economics and management majors; consulting company staff; and business management personnel.
The first edition of this book was a key recommended finance and economics textbook by the Ministry of Education. Its the extensive experience and latest insights of numerous expert professors who have achieved remarkable accomplishments in both the theory and practice of marketing. The book introduces game theory into competitive strategy, employing various mathematical models to address marketing challenges. It contains numerous quantitative models and provides detailed introductions to topics such as customer satisfaction, marketing environment analysis, marketing strategy formulation, consumer behavior research, organizational behavior studies, competitive strategy, market segmentation, target market selection and positioning, products and services, pricing strategies, channel strategies, promotional strategies, marketing mix, and marketing planning. Additionally, it looks ahead to the latest developments in marketing in the new century and elaborates on theoretical models of marketing management.
The book includes rich examples and exercises and is accompanied by free electronic teaching materials. A case collection is also forthcoming. It is particularly suitable as a marketing textbook for undergraduate and graduate students in business management and related fields at universities and colleges, as well as a comprehensive resource for professionals to enhance their marketing theory and practical skills.