Marketing Management

Author: Zhang Xinrui
Publisher:
Publish Date: 2005-09-01
Features: This book is one of the core course textbooks for economics and management majors in higher education institutions. It is divided into five parts: Marketing Basics, Marketing Strategy, Marketing Tactics, Marketing Principles, and Marketing Expansion. Based on the explanation of basic marketing concepts and the market environment it faces, the book provides a detailed description of the strategies and tactics involved in marketing, the effective management of marketing activities, and the uniqueness of international marketing. In terms of writing style and content arrangement, the book fully reflects the practicality, reality, and forward-looking nature of marketing, striving to integrate classic theories, new developments, and Chinese marketing practices. For this purpose, each chapter includes an opening case, intermediate marketing windows such as "Marketing Outlook," "Special Focus," and "Practical Operations," and is followed by discussion questions, case analyses, and role-play exercises. The appendix of the book lists marketing information resources. The book can serve as a textbook for undergraduate marketing courses, a reference for MBA students and corporate marketing graduate students, and can also be used for in-service training for business management personnel.