Marketing

Author: Li Wenguo / Wang Xiue'e, Editors
Publisher:
Publish Date: 2005-02-01
Features: This book is primarily written to meet the needs of marketing teaching in China's higher vocational education. The textbook is characterized by its practicality and hands-on approach. In terms of theoretical knowledge, the book starts from the principles of sufficiency and moderation, arranging the content according to the basic theoretical system and material that vocational college students should master in marketing. In terms of case selection, it strives to be as close as possible to current marketing practices, involving companies and brands that are generally familiar to the public. Additionally, in chapters with strong practicality, extracurricular hands-on exercises are arranged to achieve the goal of applying what has been learned. This textbook can serve as a general marketing textbook for students of economic management in higher vocational and technical colleges, as well as for applied undergraduate students of economic management who aim to develop practical skills. It can also be referenced by professionals working in marketing.