Introduction to Marketing

Author: Zhang Yanbai
Publisher:
Publish Date: 2004-07-01
Features: "Introduction to Marketing" is divided into sixteen chapters and is a planned teaching material for universities in the northern region. It is suitable for teaching use in various majors of undergraduate colleges and universities that offer marketing courses. It can also serve as a textbook for the "Marketing" major in marketing departments and be referenced by business management personnel and those engaged in marketing work. This book meets the needs of undergraduate teaching reform in colleges and universities and has well addressed the connection issues with textbooks of other courses in business administration and marketing majors in terms of content. It emphasizes the combination of theory and practice, conducts systematic and beneficial attempts in case-based teaching, and strives to reflect the needs of a new teaching method that combines teachers' dedication to teaching with case-based teaching, as well as the "ability-oriented" approach for students.