Marketing General Theory

Author: Guo Guoqing
Publisher:
Publish Date: 2005-04-01
Features: This book is one of the "21st Century Business Administration Textbooks Series" and was awarded the First Prize of the National Outstanding College Textbook Award (2002). The revised third edition is edited by Guo Guoqing as the chief editor and Chen Kai as the deputy editor. The revised third edition has made the following new developments: 1. It divides market competition strategy into basic competitive strategies and competitive strategies differentiated by market position, and classifies strategic alliances as a new model of market competition. 2. The chapter on logistics strategy has added the content of "Third-Party Logistics and Supply Chain Management." 3. Regarding the development history of marketing, it has also made significant adjustments in light of new discoveries in the history of global marketing thought.