Marketing Management: Theory and Practice

Author: Zhou Jianbo
Publisher:
Publish Date: 2002-09-01
Features: From ancient figures like Confucius and Mencius to modern thinkers like Peter Drucker and Philip Kotler; from international brands such as McDonald's and Nestle to Chinese companies like Haier and Qinchi; from works like "The Art of War According to Confucius" and Socrates' fables to the exchange halls of Shanxi merchants and Mao Zedong's "On Guerrilla Warfare"; from the "duo huang" (a type of performance) by Liu Ban and Qian Xuantong to Galanz's microwave ovens, Mercedes-Benz cars, and Sony televisions, the author, with a profound understanding of the essence of marketing and years of research and practical experience, traverses the timelines of history, integrates insights from both East and West, and successfully attempts a comprehensive exploration of marketing thoughts, theories, and practices across ancient and modern times, as well as different cultures. This book blends intellectual depth, theoretical rigor, openness, and practicality, elevating the system and content of marketing to a new level. The book is rich in content, offers unique and profound insights, and presents its ideas in an accessible manner. It can be considered a theoretical summary of the marketing practices of Chinese enterprises over the past two decades since the reform and opening-up, deeply imbued with Chinese characteristics.