Marketing Concepts and Strategies (2000 Edition)

Author: Pride et al./Mei Qinghao et al.
Publisher:
Publish Date: 2005-06-01
Features: Marketing textbooks must be updated to meet the needs of the times and should actively participate in future changes. The writing style of this book is profound in simplicity, thoughtful in nature, and practical in theory. It is an excellent introductory book for those with only basic management knowledge, extending from common and everyday examples to marketing principles; while for those already familiar with marketing, it serves as a thought-provoking guide to assess whether their marketing knowledge is outdated. Compare your analysis of the common examples mentioned in this book with your own marketing insights. Each chapter of the book includes case studies that reflect the experiences of modern enterprises and can be considered classics in management. – Mei Qinghao, School of Business, Southeast University of Technology
This book is one of the most widely used and successful marketing textbooks in the United States and globally, primarily focusing on the strategic perspective of marketing. It elaborates on the rules of marketing from cross-border and cross-cultural perspectives, analyzes the experiences of successful enterprises, reveals new concepts in marketing, and highlights the blind spots and pitfalls in marketing practices. In this book, the authors make full use of all available resources to showcase the inspiring challenges faced by marketing and immerse students in vivid and concrete ways, providing readers with a broad perspective to explore and analyze various aspects of marketing principles.
The book is divided into 7 parts and 24 chapters. Part I: Marketing and the Marketing Environment discusses strategic marketing overviews, strategic planning, the marketing environment, social responsibility and ethics in marketing, global markets, and international marketing. Part II: Buyer Behavior and Market Segmentation and Targeting includes marketing research and information systems, market segmentation and targeting, consumer buying behavior, and organizational markets and purchasing behavior. Part III: Product Decisions covers product concepts, product development and management, branding and packaging, and services. Part IV: Distribution Decisions discusses marketing channels and supply chain management, wholesale and logistics, and retail. Part V: Promotion Decisions covers integrated marketing communication, advertising and public relations, and personal selling and promotion. Part VI: Pricing Decisions includes pricing concepts and price setting. Part VII: Implementation and Electronic Marketing covers marketing execution and control, internet marketing, and electronic marketing.
The target audience for this book is very broad, suitable for marketing management professionals in business schools across the country, graduate students, MBAs, and corporate marketing managers; advertising and sales professionals in the frontline of the market; it can also serve as a business training textbook for sales personnel in various enterprises and as a must-read reference for self-learners interested in marketing.