Modern Marketing Management (Fig)

Author: Jiang Lin
Publisher:
Publish Date: 2002-05-01
Features: Based on the latest research findings in domestic and international marketing, this book systematically and comprehensively elaborates on the fundamental concepts, principles, methods, and recent trends of modern marketing. While emphasizing theoretical research in marketing, the book particularly highlights empirical and applied research, dedicating significant space to explaining the application of marketing principles, concepts, and methods in business practices. It can be said that the close integration of marketing theory and practice is a prominent feature of this book.