Modern Marketing Science

Author: Fang Qingyun
Publisher:
Publish Date: 2005-09-01
Features: Marketing is an inspiring and socially-oriented discipline that, with its high-level concepts and systematic theories and methods, demonstrates to businesses the survival wisdom and competitive intelligence needed to achieve success. Modern marketing is the process of developing and adjusting products to meet the ever-changing demands of the market. Through market research and analysis, it determines how to produce the best products and identifies the best market for selling them. Modern marketing also places great emphasis on consumer satisfaction with products and how businesses can continue to improve the products they offer. This book comprehensively introduces the fundamental principles and methods of modern marketing, covering key areas such as the evolution of marketing concepts, the analysis of marketing environments, the selection of target markets, the planning and application of marketing mix, and marketing ethics. The content is concise, the structure is rigorous, and each chapter begins with a case study to explore relevant issues, making it highly practical and instructional. The book is accompanied by a study guide that provides learning support, including classic case analyses and practice questions. It serves as an excellent teaching resource for economics and management majors in higher education institutions and is also a valuable reference for business executives and managers.