Marketing Management

Author: Wu Tao, Editor-in-Chief
Publisher:
Publish Date: 2005-02-01
Features: A marketing textbook designed for localized marketing practices, case-based teaching, and ease of teaching and learning. It attempts to reflect the insightful arguments, academic perspectives, and research findings of numerous renowned scholars in fields such as international marketing, strategic marketing, service marketing, advertising, IMC, marketing research, and retail from abroad, thereby broadening our horizons. To enhance readability, the book employs lively language, numerous charts, tables, and case studies, aiming to present the knowledge of marketing in a vivid manner and cultivate practical marketing skills. The book aims to provide a case-based teaching-oriented marketing textbook that highlights the characteristics of localized corporate marketing practices, focuses on the theoretical foundation of transactional marketing, reflects new concepts and trends such as relationship marketing and integrated marketing communication, and offers a certain depth of theory. The book consists of 17 chapters, divided into 5 parts: establishing marketing concepts, analyzing marketing opportunities, developing marketing strategies, planning the marketing mix, and managing marketing efforts. The outstanding features of the book are: case-based teaching orientation, emphasis on localized marketing practices, an effort to reflect the quantitative and qualitative aspects of international marketing textbooks, convenience in teaching and learning, and a focus on training marketing practical skills. The target readers of this book are undergraduate students, MBA candidates, and master's degree students in higher education institutions, as well as corporate management personnel and marketing professionals.