Marketing Science

Author: Lü Yilin
Publisher:
Publish Date: 2005-08-01
Features: This book is the latest teaching material developed by the teaching team of the 2004 National Excellent Course – "Marketing." It is accompanied by a three-dimensional teaching support system, including multimedia teaching materials, forming a comprehensive teaching solution for the Marketing course. The book is divided into 16 chapters, systematically elaborating on the basic principles, activities, strategies, and methods of marketing. It begins with an analysis of the goals and processes of marketing, explores marketing opportunities and strategies, and then elaborates on relevant marketing strategies. Finally, it provides an outlook on the new developments in marketing. The book has the following features: ① Complete content with a focus on the forefront, reflecting both the systematic nature of marketing theory and the latest developments in marketing; ② Innovative structure with clear logic, suitable as an undergraduate textbook; ③ Practical relevance with rich case studies, emphasizing localization of cases; ④ Concise and lively writing style, making it easy to understand and remember. This book is suitable as a textbook for undergraduate students of business management in higher education institutions. It can also serve as a selective course textbook for non-business management majors in science, engineering, agriculture, and medicine. Additionally, it provides high reference value for self-study and training of modern enterprises' management and marketing personnel.