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 at undergraduate universities that offer marketing courses. It can also serve as a textbook for marketing majors, as well as a reference for business management personnel and those engaged in marketing work. This book meets the needs of undergraduate teaching reform in universities, effectively addressing the transition issues with textbooks of other courses in business administration and marketing. It emphasizes the combination of theory and practice, making systematic and beneficial attempts at case-based teaching. It strives to reflect the new teaching approach that integrates teachers' dedication in teaching with case-based instruction, as well as the student-centered "ability-oriented" learning style.