Marketing Principles (Second Edition)

Author: Guo Guoqing, Editor-in-Chief
Publisher:
Publish Date: 2003-08-01
Features: This book not only focuses on discussing the historical evolution of relevant concepts and principles in marketing, but also skillfully showcases the new developments in the field of marketing and the future trends of marketing in the 21st century. It fully absorbs and draws on the new achievements of academia both domestically and internationally, while also clearly clarifying the shortcomings and deficiencies in existing literature. It introduces the essence of modern marketing theory based on China's national conditions and fully reflects China's marketing cases as well as the contributions of Chinese enterprises to marketing theory. This book employs a combination of historical research and realistic research, normative research and empirical research, and qualitative research and quantitative research to systematically explore the general outline of the emergence, development, and application of marketing in the 20th century, and deeply analyzes the adaptability of marketing principles in China's marketing environment. This book not only focuses on discussing the historical evolution of relevant concepts and principles in marketing, but also skillfully showcases the new developments in the field of marketing and the future trends of marketing in the 21st century. It fully absorbs and draws on the new achievements of academia both domestically and internationally, while also clearly clarifying the shortcomings and deficiencies in existing literature. It introduces the essence of modern marketing theory based on China's national conditions and fully reflects China's marketing cases as well as the contributions of Chinese enterprises to marketing theory. This book offers innovative insights on issues such as green marketing, customer value, benchmarking, online marketing, service marketing, non-profit organization marketing, and international strategic alliances.