Marketing Theory and Practice

Author: Gao Hong
Publisher:
Publish Date: 2005-06-01
Features: This book systematically summarizes the development process of marketing theory and practice in China, combining current trends in China's market development to propose core theories of marketing and the innovation issues of the marketing system. It aims to reflect the development trends of contemporary marketing through innovative efforts, enhancing the theoretical guidance and providing practical assistance for readers' marketing activities. The book is divided into two parts, comprising 15 chapters. The first part covers marketing theory, systematically introducing the fundamental theories of modern marketing. The second part focuses on marketing practice, emphasizing the practical issues in modern marketing. The entire book includes systematic review questions and case studies. It can serve as a textbook for relevant majors and also as a reference book for management personnel and marketing professionals with practical experience.