Modern marketing science

Author: Lan Ling
Publisher:
Publish Date: 2003-02-01
Features: The basic framework of this book follows the marketing management process and content. Starting with an introduction to the concept of marketing, it combines the actual marketing management practices of Chinese enterprises to explore the marketing environment, buyer behavior patterns, market segmentation, target market selection, as well as corporate marketing strategies and strategic marketing planning, competitor strategies. It introduces marketing research, demand measurement, forecasting, and focuses on the formulation and implementation of product strategies, pricing strategies, distribution strategies, and promotional strategies. Additionally, it provides an in-depth analysis of international marketing and service marketing. This book is the result of the author's years of teaching experience in marketing, widely incorporating the essence of relevant domestic and international textbooks, monographs, and the latest research findings. It emphasizes both the forward-looking nature of theoretical perspectives and the practicality and applicability. The book is well-structured, offers novel viewpoints, and is rich in content.
Target Audience: Undergraduate and graduate students in business administration and marketing majors, corporate management personnel, and government officials.
During the planning and writing of this textbook, we adhered to the guiding principles of the high-quality education strategy, giving it the following characteristics: First, with the aim of promoting quality education, guided by the Ministry of Education's "Suggestions on the Construction and Reform of General Higher Education Textbooks," the book is oriented toward modernization, the future, and economic globalization. It fully considers the completeness, systematicity, and scientificity of the discipline system, adapting to the needs of teaching and textbook reform, meeting the requirements of cultivating high-quality, innovative, and interdisciplinary talents, and strives to make the textbook distinctive in terms of system, content, materials, and methods. Second, based on extensive research, the topic selection and authors were optimized through the deliberation and recommendation of experienced experts and professors from multiple universities. Third, when selecting textbook content and determining the knowledge system and writing style, attention was paid to the comprehensive cultivation of quality education, innovation ability, and practical skills, creating conditions for the coordinated development of students' foundational theories, professional knowledge, business competencies, and overall qualities. Fourth, considering the practical needs of cultivating interdisciplinary talents, this book breaks through the original narrow boundaries of professional and disciplinary divisions. Under the umbrella of the two first-level disciplines of economics and management, it broadly incorporates foundational courses, basic professional courses, and core professional courses from multiple branch disciplines.