Marketing Science (Volume 1 and 2)

Author: (English) Francis Bura
Publisher:
Publish Date: 2001-10-01
Features: The market has its own "magic," what role does marketing play in it? How to build and strengthen long-term "buyer-seller" relationships? How can the creativity and flexibility of marketing be fully demonstrated? This book, regarded as an "excellent mainstream marketing textbook at the current high level," comprehensively and systematically addresses these questions!
Publisher's Note: An outstanding marketing textbook should be able to well integrate theory and practice. This textbook does just that. Marketing is widely recognized as a comprehensive, Europe-centric, and easy-to-read practical marketing book. The entire book covers the main aspects of marketing, as well as emerging marketing issues, offering unique insights into relationship marketing, green marketing, online marketing, direct marketing, service marketing, nonprofit marketing, and marketing ethics. It provides a comprehensive summary of marketing principles and explains practical marketing topics, including the marketing environment, consumers, markets, and the 4P standards. It summarizes various promotional methods, introduces the widespread application of marketing, and explores the emergence of new marketing forms. Highly practical. Through numerous "marketing in action" cases and examples, as well as in-depth interviews with senior executives, it illustrates how marketing functions in real-world economic activities. It extensively introduces markets and organizations. The book provides examples from service industries, nonprofit organizations, and businesses of all sizes (large, medium, and small) across various industries and markets. Easy to understand. The combination of theory, examples, and commentary, along with clear and concise explanations, allows readers to easily and firmly grasp the principles and applications of marketing.