Modern marketing strategies

Author: Zeng Fanyue, Editor-in-Chief
Publisher:
Publish Date: 2005-05-01
Features: This book, presented in a richly illustrated format, introduces the concepts of marketing, modern marketing awareness, marketing environment, consumer demand, market segmentation procedures, marketing mix strategies, market research and forecasting, product life cycle, brand strategies, pricing strategies, distribution channel selection and management, and modern promotional strategies through numerous case studies, aligning with the skill requirements of modern marketing positions. The chapter arrangement is compact, the content is lively and engaging, and the book is highly practical. Each chapter includes practical training content, divided into classroom exercises and real-world simulations, which effectively help students develop and enhance their marketing skills. This book is recommended by the Ministry of Education's Department of Vocational Education and Adult Education as a teaching material for modern marketing programs in secondary vocational schools. It is also highly suitable as a practical training manual for frontline marketing professionals in enterprises. Additionally, the book is accompanied by an electronic teaching resources package, including a teaching guide, electronic lesson plans, and answer keys for exercises. For more details, please refer to the preface.