Modern Marketing Science

Author: Chen Kehe
Publisher:
Publish Date: 2005-08-01
Features: This book includes the following content: the research object, methods, and guiding principles of marketing; strategic planning and marketing management in marketing; consumer buying behavior; the behavior of organizational market buyers; the marketing environment; the marketing information system; market segmentation, target market selection, and market positioning; product strategy; pricing strategy; channel strategy; promotional strategy; and international marketing, etc.