Marketing Science

Author: Bi Siyong
Publisher:
Publish Date: 2005-01-01
Features: This book is organized around the fundamental principles of Kotler's marketing, guided by the needs of Chinese enterprises and markets, aiming to help readers establish a correct marketing mindset and enhance their marketing analysis and management capabilities. It systematically elaborates on the basic knowledge, core theories, and new trends in marketing through case studies. The book is divided into 13 chapters, starting with the history of marketing development and the evolution of marketing concepts, it focuses on introducing various factors in marketing, basic principles, and methods of market analysis, marketing mix strategies (product strategy, pricing strategy, promotion strategy, distribution strategy), current popular and representative marketing trends, as well as marketing management and control. Each chapter provides corresponding case studies to allow readers to analyze theories, think critically, and draw inspiration. This book can serve as a teaching material for economic and management majors in vocational and technical colleges, as well as for accounting, business, and other related fields. It is also suitable as a self-study reference book and supplementary material for improving theoretical knowledge.