Marketing Science

Author: Fan Xiaoping
Publisher:
Publish Date: 2004-02-01
Features: Core textbook for undergraduate students in economics and management majors in higher education institutions. This book primarily elaborates on the fundamental attributes and methods of corporate marketing activities, as well as the corresponding management issues. Considering that the primary target audience of this book is undergraduate students in management majors, the organization of the entire content is mainly structured around two fundamental questions: consumer needs and desires, and purchasing behavior; and how manufacturers influence the formation of consumer desires and purchasing behavior to create value and meet consumer needs. In terms of content arrangement, the basic system combines the exposition of fundamental marketing theories with the introduction of specific methods, focusing on four main parts: Marketing Fundamentals and Market Identification, Basic Marketing Strategies, Target Marketing, and Marketing Mix.