Marketing Strategy and Management

Author: Zhu Haibo
Publisher:
Publish Date: 2006-01-01
Features: Marketing Strategy and Management is a new and important branch that has been separated from basic marketing studies. It is an extension and expansion of marketing research. Marketing Strategy and Management studies how enterprises can adopt effective strategies and methods to achieve sustainable development and long-term operation when facing the two fundamental tasks of marketing and competition. It is a modern management application discipline built upon the foundations of philosophy, mathematics, economics, behavioral science, and modern management theory. It not only provides theoretical tools for cultivating high-quality theoretical and practical talents in marketing for the future but also offers necessary guidance for enterprises engaged in international marketing today. It can serve as teaching materials for undergraduate and graduate students in universities and reference reading for those who are committed to marketing management. This book studies Marketing Strategy and Management against the backdrop of economic globalization and the development of the knowledge economy, thereby revealing the characteristics of marketing strategy and management in the new environment. In today's world, any business operation of an enterprise is essentially a marketing behavior, and strategic management is actually marketing strategic management. It provides an in-depth explanation of the relationship between marketing strategy and management from the perspectives of competition and marketing, highlighting the continuity and connection between them.