Marketing Tutorial

Author: Wu Jianping et al.
Publisher:
Publish Date: 2005-03-01
Features: Considering the need to provide readers with marketing concepts and operational techniques, this textbook follows the basic framework of the corporate marketing management process, introducing the principles and applications of marketing through 5 parts and 13 chapters:
Part 1 introduces the basic concepts of marketing, marketing philosophy, and marketing strategy;
Part 2 covers analyzing the marketing environment, consumer and industrial product market purchase behavior, as well as major methods and techniques in market competition;
Part 3 explains how enterprises can determine their market positioning and achieve sustainable competitive advantages through market segmentation and target market strategy;
Part 4 discusses the development of marketing strategy mix, primarily including the four major strategies of product, price, distribution channels, and promotion;
Part 5 covers the planning, organization, implementation, and control of marketing.
This textbook is specifically designed for the "Marketing" course in business management programs at universities and colleges, and can also be used for relevant training or self-study reference.