Marketing

Author: Wang Fanghua
Publisher:
Publish Date: 2001-07-01
Features: This series of books is based on years of teaching experience in relevant departments of Fudan University, Nanjing University, Shanghai Jiao Tong University, Zhejiang University, Soochow University, and Jiangxi University of Finance and Economics. It invites leading professors from various disciplines to lead the project, adopting a "rolling open" approach to organize topics by establishing core courses, continuously revising and updating them, and promptly incorporating new knowledge and courses. Since its publication, the series has been widely used by more than 200 institutions of higher learning in recent years for undergraduate and MBA programs, becoming the preferred textbook for teachers and students and receiving universal acclaim.
The market is a product of the division of labor and the deepening development of the commodity economy, while marketing as a discipline emerged in the early 20th century in the United States as a new field. However, the principles, methods, and techniques of this discipline, which studies the large market, are crucial to the success or failure of modern business operations, thus attracting widespread attention from business executives, entrepreneurs, and the academic community worldwide.
This book is based on the framework of China's developing and improving socialist market economy system and explores the re-creation of Chinese enterprises under modern corporate systems. It is divided into twenty-five chapters, including Market Overview, Market Opportunities, Market Research, Market Surveys, Market Segmentation, Market Strategies, Marketing Management, and Trends in Marketing Development. Each chapter is followed by a summary and review questions. This book is suitable for teaching in management schools, business schools, and related disciplines, as well as for MBA programs. It is one of the series published under the "Boshe" brand by Fudan University Press.