Marketing Science (Second Edition)

Author: Lyu Yilin, Yue Junfang
Publisher:
Publish Date: 2005-06-01
Features: Dedicated and committed, closely aligned with the needs of teachers and students. Keep pace with the times, continuously launching high-quality teaching materials. Marketing is an important part of business operations. It refers to the business activities of enterprises starting from their own perspective, targeting buyers, in a constantly changing market environment, centered on meeting all current and potential customer needs, providing and guiding goods or services to customers while earning profits. This book is an introductory textbook for marketing, explaining the basic concepts and principles of marketing, and introducing highly operational marketing analysis methods, strategy combinations, and techniques. The book strongly emphasizes the scientific nature of the marketing management process, as well as the targeting and flexibility of marketing strategies. The main changes in this revision are the addition of a chapter titled "New Developments in Marketing." This chapter comprehensively summarizes and elaborates on the new theories, concepts, and methods proposed in marketing in recent years in areas such as "relationship marketing," "green marketing," "online marketing," and "marketing ethics," as well as corporate practices in these areas. Additionally, based on changes in marketing and corporate marketing practices, all chapters of the revised edition have been thoroughly reviewed and updated, with data and case studies refreshed to keep pace with evolving trends, environments, and corporate marketing goals and methods.