Modern communication enterprise marketing management

Author: Yang Ruzhen
Publisher:
Publish Date: 2002-11-01
Features: This book discusses the basic theories of marketing and the characteristics of marketing in the telecommunications service industry. The entire book is divided into 13 chapters (including 8 special discussions and 12 cases), primarily focusing on aspects such as marketing concepts, environmental analysis, information research, purchase behavior, market opportunities, target market strategy, competitive market strategy, product strategy, service marketing strategy, pricing strategy, and promotion strategy. Cases of marketing for telecommunications companies are provided after each theoretical analysis. This book is written based on a detailed analysis of the current market situation facing China's telecommunications industry and incorporates the practical conditions of the domestic telecommunications operation industry. It has strong readability and is suitable for managerial and marketing personnel at all levels of enterprises. It can also serve as a reference book for marketing management professionals in colleges and universities.