Marketing Management

Author: Guo Guoqing, Editor-in-Chief
Publisher:
Publish Date: 2005-01-01
Features: Marketing management is an applied science based on economic science, behavioral science, management theory, and modern science and technology, which studies enterprise marketing activities centered on meeting consumer needs and their planning, organization, implementation, and control. Its main difference from marketing principles lies in: it places greater emphasis on in-depth research on how to effectively manage marketing activities from the perspective of the marketing management process, whereas marketing principles focuses on elaborating the general and universal knowledge of marketing. In addition to specific descriptions of the marketing management process, marketing principles also covers the description of the marketing discipline system, marketing and society, marketing efficiency, and marketing ethics. It can be said that marketing management is the deepening and specialization of marketing principles, a fundamental theory that marketing managers or marketing majors must master; while marketing principles is a general education course designed for students of related disciplines such as management, economics, sociology, and communication. This book extensively collects the latest research achievements in domestic and international marketing management, striving to scientifically and systematically elaborate the basic theories, basic knowledge, and basic methods of marketing management while adhering to the correct political direction. It focuses on cultivating students' thinking and practical abilities, featuring systematicity, scientificity, foresight, and practicality. The book is divided into five parts: Introduction, Market Analysis, Market Strategy, Market Mix Strategy and Marketing Planning, Execution, Organization, and Control.