Marketing

Author: Wang Wei
Publisher:
Publish Date: 2004-08-01
Features: Marketing is an emerging discipline established on the foundations of economics, management, and behavioral science, with strong comprehensiveness and practicality. With the development of China's market economy and the deepening of enterprise reforms, marketing plays an increasingly important role in corporate operations and holds a crucial position in the survival and development of enterprises. Over the years, to meet practical needs, practitioners and educators have dedicated themselves to the research of marketing theory and application, driving the innovation, enrichment, and refinement of marketing theory. Currently, marketing has become the knowledge base for economic and management personnel in enterprises and institutions, and a core course for economic and management disciplines in higher education institutions. To adapt to the needs of marketing teaching reform in higher education institutions and to summarize marketing practices and absorb relevant new theoretical achievements from domestic and international sources, based on the spirit of the teaching collaboration meeting of economic and management disciplines in northern universities, we have organized some college teachers who have long been engaged in marketing teaching to compile this book, "Marketing." The book is divided into eleven chapters. In terms of system and content, it emphasizes the close integration of theory and practice, covers many new perspectives in marketing theory in recent years, and includes marketing innovation theory, aiming to provide a systematic and applicable textbook for postgraduate students, undergraduates, and other individuals who are committed to learning marketing.