Automotive marketing

Author: Yuan Yufeng, Editor-in-Chief
Publisher:
Publish Date: 2005-07-01
Features: This book is compiled based on the textbook planning determined by the National Committee for Textbook Compilation and Review of Automotive Majors (Direction) in Ordinary Higher Education. The book consists of thirteen chapters. It elaborates on modern marketing theories and closely combines with the current state of the Chinese automotive market and the "Auto Industry Development Policy," systematically introducing the automotive market, automotive marketing, market segmentation and target marketing in the automotive market, automotive product strategy, automotive pricing strategy, distribution strategy for automotive products, promotional strategy for automotive products, service marketing for automotive products, and international marketing for automotive products. At the same time, it selects marketing cases from four Chinese automotive manufacturing and sales enterprises, which are exemplary models of effective marketing practices by Chinese automotive companies in the field of marketing. This book serves as a textbook for automotive service engineering programs in higher education institutions and can also be used by automotive marketing professionals for reference or as training material.