Marketing Science (Second Edition)

Author: Huang Jinhuo, Qiu Hua, Wu Huaitao (Editor-in-Chief)
Publisher:
Publishing Date: 2005-09-01
Features: This book is designed to meet the needs of corporate marketing practices in the new era and the teaching requirements of marketing majors in higher economic management institutions. It is compiled based on the experience of experts and scholars from multiple institutions who have long been engaged in marketing teaching, as well as the summary of famous domestic and international marketing cases. The book is divided into twelve chapters, comprehensively introducing the theory, methods, and techniques of marketing; it explores the new developments in marketing concepts, the marketing environment, and the methods of market research and forecasting; it elaborates on target market strategies, product strategies, pricing strategies, distribution channel strategies, promotional strategies, and service marketing. Emphasizing the combination of theory and practice, a complete theoretical system, and practicality, the book also highlights usability and operability. Each chapter is followed by a wealth of review questions and practical case analyses for readers' use. The book has a well-structured layout, innovative content, and fluent language, primarily targeting vocational and technical education in economic management. It can also serve as a textbook for finance and economics majors with fewer credits and as a reference for business and enterprise management personnel.