Concise Marketing Handbook

Author: Tatsuo Takabe
Publisher:
Publish Date: 2002-09-01
Features: The book "A Concise Handbook of Marketing" introduces the evolution of markets and their concepts; market and corporate strategy; market strategy and corporate structure; product design and the market life cycle of products; pricing decisions and price management; distribution policies and related regulations; sales formats and product selection; promotional activities and the design of sales venues; advertising and promotional campaigns; consumer consumption awareness and consumption behavior; market information and digital management; methods of market research and analysis, etc. The book discusses 12 aspects and 20 specific issues, making it easy to refer to and understand. It can help those engaged in corporate management and marketing quickly solve practical problems they encounter in their work, and it is also an invaluable reference textbook for corporate management training.