Introduction to Marketing

Author: Zhang Yanbai
Publisher:
Publish Date: 2004-07-01
Features: "Introduction to Marketing" is divided into sixteen chapters and is a planned teaching material for universities in the northern region. It is suitable for teaching use in various majors at undergraduate universities that offer marketing courses. It can also serve as the textbook for "Marketing" for marketing majors and be referenced by business management personnel and those engaged in marketing work. This book meets the needs of undergraduate teaching reform in universities, effectively addressing the connection with textbooks of other courses in business administration and marketing majors in terms of content. It emphasizes the combination of theory and practice, making systematic and beneficial attempts at case-based teaching. It strives to reflect the needs of a new teaching approach that combines teachers' dedication to teaching with case-based teaching, and prioritizes students' "ability-oriented" learning.