Marketing Management

Author: Wan Xiao
Publisher:
Publish Date: 2005-09-01
Features: Based on the framework structures of relevant teaching materials from domestic and international sources, this book incorporates new theories in marketing. It emphasizes case-based teaching to enhance practicality. The book is divided into 15 chapters, including: Introduction, Strategic Planning and Marketing Management Process, Market Research and Forecasting, Marketing Environment, Buying Behavior, Market Segmentation and Target Market Selection, Competitive Marketing Strategies, Product Strategies, Pricing Strategies, Distribution Strategies, Promotion Strategies, Service Marketing, E-commerce Marketing, Marketing Organization, Planning, and Control, International Marketing. This book is suitable for teaching in the curriculum of Master of Business Administration (MBA), postgraduate programs in economic management, and senior undergraduate courses. It can also be used as a training textbook for enterprises.