Automotive marketing

Author: Yuan Yufeng
Publisher:
Publish Date: 2005-07-01
Features: This book is compiled based on the textbook planning determined by the National Committee for Textbook Compilation and Review of Automotive Professional (Direction) under General Higher Education in China. The book consists of thirteen chapters. It elaborates on modern marketing theories and is closely integrated with the current state of the Chinese automotive market and the "Development Policy of the Automotive Industry," systematically introducing automotive markets, automotive marketing, market segmentation and target markets in automotive, automotive product strategy, automotive pricing strategy, distribution strategy for automotive products, promotional strategy for automotive products, service marketing for automotive products, and international marketing for automotive products. At the same time, it selects marketing cases from four automotive manufacturing and sales enterprises in China, which serve as exemplary models of effective marketing practices by Chinese automotive companies. This book is intended as a textbook for automotive service engineering programs in higher education institutions and can also be used by automotive marketing professionals for reference or as training material.