Marketing Management

Author: Lin Jianhuang
Publisher:
Publish Date: 2003-10-01
Features: Accessible and practical, avoiding empty talk; applying knowledge to real-world scenarios, benefiting society over time. The "Fudan University's· Series" is a brand-new, open-ended series of management and economics books published by Fudan University Press, following the above-mentioned selection principles. It adopts a dual approach of inviting authors to write and selecting existing works, curated by scholars from around the world who have obtained doctorates in economics and management from top universities in the United States and are currently teaching at leading institutions while holding key positions in major corporations. The series is designed based on the demand trends of future talent in rapidly developing economies and societies, meticulously planned and edited with great care. It is highly recommended by Fudan University Press for undergraduate university teaching, as well as for MBA and EMBA instructors.
This book is a marketing theory and practice textbook meticulously written by the author, drawing on years of teaching and practical consulting experience. It is divided into nine parts and twenty chapters, covering topics such as the essence and role of marketing, marketing environment and information, market and positioning, product strategy, pricing strategy, distribution strategy, promotional strategy, marketing actions, and emerging trends in marketing. It not only elaborates on the relevant theories and fundamental principles of marketing management but also introduces practical operations. The book strongly emphasizes the balance between theory and practical application. Since marketing management is a discipline oriented toward practicality, the author thoroughly and comprehensively explains the theories and principles of marketing management while introducing practical operations through vivid and engaging case studies. At the same time, it focuses on establishing correct concepts and ensuring systematic theoretical frameworks. In the theoretical introduction section, the author clarifies the correct essence of concepts from a positive perspective and explores potential misunderstandings from a negative one. The depth and breadth of the theoretical content reflect systematicity and relevance, aiming to help readers grasp both the details and the bigger picture.
When introducing the principles of marketing management, the book is accompanied by a wealth of data, charts, and case studies. Familiar organizations and cases are used to connect with the marketing principles being introduced, enhancing readers' interest in learning and helping them master the essence of the theories. Discussion questions and exercises at the end of each chapter assist readers in evaluating their learning outcomes. This book is one of the preferred textbooks for undergraduate business management students, MBA, and EMBA candidates. It can also serve as an introductory guide for managers in enterprises and institutions, government functionaries, and general readers interested in marketing management.