Author: Wu Jian'an, Editor-in-Chief
Publisher:
Publish Date: 2005-03-01
Features: The Marketing Management textbook is specifically written for MBA programs, offering systematic and comprehensive coverage of fundamental issues in modern marketing theory and strategy. It includes six parts: Introduction to Marketing, Market Analysis, Market Strategy, Marketing Mix, Specialized Marketing Areas, and New Developments in Marketing Management. Given that MBA students may have varying levels of prior knowledge and experience in marketing theory and practice, the writing process emphasizes a close integration of theory and practice. While introducing marketing theories, strategies, and methods, the book extensively cites marketing case studies. Each chapter begins with "Chapter Highlights" and "Case in Point," and concludes with "Chapter Summary," "Review Questions," "Key Concepts," "Case Study," and "Simulated Training." These elements help students grasp key points and stimulate critical thinking. In addition to being used for MBA teaching, this book is also suitable for reference by a broad range of marketing professionals.
Marketing Management
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