Marketing

Author: China Machine Press
Publisher:
Publish Date: 2005-08-01
Features: This book strives to trim the fat and focus on the essentials, using marketing case studies and analysis to explain the fundamental theories of marketing in an accessible manner. Its main contents include: General Principles of Marketing, Marketing Environment Analysis, Consumer Market and Consumer Buying Behavior Analysis, Target Market Strategy, Marketing Information Systems and Marketing Research and Forecasting, Marketing Planning, Organization, and Control, and an Introduction to Several Major New Marketing Trends. The main features of this book are: 1. Emphasis on Targeted Approach. Designed for non-marketing majors with limited class hours, it meets the needs of students in non-marketing fields, with a balanced scope and clear explanations. 2. Focus on Localization. Highlights and integrates the Chinese market context, with most cases selected from domestic Chinese enterprises. 3. Case-Based Teaching. Each chapter includes an introductory case study and a concluding discussion case. This book is primarily intended as a teaching material for non-marketing majors in universities and colleges, as well as for business management personnel training and self-study reference.