MBA—Marketing Management

Author: Wan Hufen Peng Xinglu
Publisher:
Publish Date: 2002-09-24
Features: The revisions and supplements to the original edition are primarily reflected in the following aspects:
1. Strives to reflect the latest achievements in contemporary marketing theory and practice, with dedicated chapters on new marketing theories such as green marketing, relationship marketing, online marketing, and integrated marketing.
2. Further strengthens marketing strategy research by adding chapters on corporate marketing strategy, CI strategy, and CS strategy to guide enterprises in establishing a strategic marketing mindset and examining marketing issues from a strategic perspective.
3. Appropriately reduces some content: For example, the chapter on "Management Innovation" from the original textbook is no longer included as a dedicated chapter, given that the book as a whole examines marketing management issues from an innovative perspective, i.e., marketing management innovation.
4. For the retained chapters, substantial content supplements and revisions have been made, with some chapters entirely restructured and reorganized in both content and structure. For instance, the chapter on "Marketing Concepts" is arranged from an innovative perspective, covering product orientation, customer orientation, market and societal orientation, and includes new theories in marketing concepts such as customer value transfer, the relationship between 4Ps and 4CS, and market orientation issues.
5. To accommodate the characteristics of MBA teaching, case studies for student analysis have been added to each chapter, facilitating the implementation of case-based teaching.