Marketing Tutorial

Author: Wang Miao, Editor-in-Chief
Publisher:
Publish Date: 2005-07-01
Features: Suitable as teaching materials for vocational colleges, polytechnic universities, and practice-oriented undergraduate institutions, as well as for various related training programs and reference books for professionals. Jointly developed by several influential universities and enterprises, including Fudan University as the leading research-oriented institution, along with over a dozen practice-oriented schools such as Shanghai Business School, leveraging their strengths in theory and practice. The textbook emphasizes practicality, usability, and job adaptability, enabling students to transition directly into real-world operations after learning. It undergoes continuous development to gradually cover all management courses. With a brand-new format and layout, it integrates teaching aids with the main text, teacher guidance, case studies, and exercises, aiming for case-based teaching. Marketing is a highly practical course. This book strives to combine theory with practice, focusing on relevance and feasibility. While accurately explaining fundamental marketing theories, it highlights new developments in the discipline. The textbook is student-centered, emphasizing the cultivation of practical skills and innovative teaching approaches. It includes practical assignments, cutting-edge research, case studies, and reflective exercises, blending "basic theory with cutting-edge theory," "theoretical knowledge with practical skills," and "in-class guidance with extracurricular self-study." The textbook incorporates practical skill development modules, arranging corresponding practical assignments. It provides specific requirements for the practical value, theoretical guidance, training procedures, and content of these assignments, along with "sample assignments" for student reference. Based on its features, this book can serve as a textbook for relevant majors in higher education institutions or as a professional training manual for working professionals in business management.