Marketing Principles

Author: Lin Changfu
Publisher:
Publish Date: 2005-07-01
Features: This textbook is divided into 10 chapters, mainly including an overview, corporate strategy and the marketing management process, marketing environment, consumer buying behavior research, market competition strategies, target marketing, product strategy, pricing strategy, distribution strategy, and promotion strategy. It particularly elaborates on the application of various marketing strategies and is a highly practical textbook. Each chapter ends with a variety of review questions. The writing of this book aims to cultivate applied professional talents, with substantial content, strong logic, and a focus on the practicality and operability of corporate marketing activities. This textbook is suitable for economic management majors such as marketing, business administration, and e-commerce in vocational and technical colleges.