Marketing Theory and Practice

Author: Yan Yi
Publisher:
Publish Date: 2005-09-01
Features: This book is a core textbook for business management majors, with the development of marketing theories and practices at home and abroad as its main thread. It draws on the strengths of various fields, absorbs the latest achievements, adheres to the combination of theory and practice, and integrates narration with evaluation to systematically introduce the basic theories, methods, and techniques of marketing. The book consists of 18 chapters, covering main topics such as an overview of marketing, marketing strategy, market research, target market selection and market positioning, product strategy, pricing strategy, promotional strategy, and some emerging marketing concepts and methods. The text is concise, easy to understand, and the content is systematic and highly practical. It is not only suitable as a textbook for vocational and technical college majors in economics and management but also serves as a reference book for business management professionals, marketing professionals, and all friends interested in marketing.