Marketing Management

Author: Han Dechang
Publisher:
Publish Date: 2004-07-01
Features: This book starts by analyzing the marketing concept, with modern marketing strategy and tactics as its main thread, introducing various aspects such as the marketing environment, consumer behavior, competitor research and competitive strategy, target market and marketing mix strategy, product strategy, pricing strategy, pricing methods, personnel promotion, advertising promotion, public relations promotion, sales promotion, distribution channel strategy, marketing organization and management. It covers both theoretical and practical knowledge, along with typical cases and recent domestic and international research findings. The book includes relevant principles, methods, and tools, as well as related systems, organizational structures, and personnel qualities. The entire book has a complete system, clear viewpoints, a mix of narrative and commentary, engaging, concise, vivid, and practical. This book is suitable for use as a textbook in universities and colleges for relevant majors, as well as for marketing and management personnel, and economic workers.