Marketing Management (Second Edition)

Author: Wang Xiucun
Publisher:
Publish Date: 2002-10-08
Features: Marketing Management is an applied science built upon the foundations of economic science, behavioral science, and modern management theory. Its research object is the marketing activities of enterprises and their, with research content encompassing the entire process of transferring products and services from producers to consumers. This book is the second edition of "Marketing Management," published in 1995. Building on the previous edition, this book incorporates new findings from modern marketing theory research and reflects the latest developments in modern enterprise marketing practices. It is designed to meet the teaching needs of economic and management majors and can also be used for training and self-study by business and enterprise managers, as well as marketing professionals.