Marketing

Author: Wu Jian'an
Publisher:
Publish Date: 2005-03-01
Features: This book is a national-level planning teaching material for general higher education under the "Tenth Five-Year Plan" of the Ministry of Education, and the main textbook of the "Excellent Project of 100 Excellent Courses in Higher Education" program. The edition of this book won the First Prize of the National Excellent Teaching Material Award for General Higher Education in 2002. Accompanying this book are publications such as Study Guide and Exercises (Second Edition), Classic Cases in Marketing, and the Teaching Presentation for Marketing, which together form a comprehensive teaching solution for the marketing course. Based on the basic requirements for teaching marketing, a core course for business administration, this book introduces the fundamental theories, strategies, and methods of marketing, drawing on contemporary theories and practices. It emphasizes the combination of theory and practice, description and evaluation, and argumentation with case studies, offering an innovative, forward-looking, and highly practical approach. This book can serve as a textbook for undergraduate students in business administration at universities and colleges, as well as a reference for marketing professionals.