New Marketing Principles and Practices

Author: Long Yun'an
Publisher:
Publish Date: 2005-11-01
Features: The basic characteristics of "New Marketing Principles and Practices":
1. Principles are new. Based on traditional marketing theory, it fully demonstrates marketing principles under new environments and conditions, including theories like 4P, 4C, 4R, and 4V, as well as an introduction to emerging marketing theories. It highlights new economy and new marketing content, and provides detailed explanations of the essence and application of new marketing concepts such as strategic marketing, total marketing, concept marketing, relationship marketing, integrated marketing, brand marketing, cultural marketing, service marketing, and in-depth marketing. Additionally, it incorporates the qualities required of new marketing professionals into the book, offering guidance for marketers.
2. Emphasis on cases. The book includes nearly 50 successful cases from real-world practices, covering almost all important marketing fields. The selection of cases aims to be representative and operational.
3. Well-structured. The structure of "Learning Objectives," "Chapter Content," "Key Ideas," and "Practical Training" is logical. The book is concise and clear, enabling readers to fully grasp the essence of theories and operational skills, moving away from the pure textbook model of traditional education where students merely memorize concepts, solve exercises, and pass exams.
4. Close to reality. The main feature of the book is to put practice into action, introducing major marketing fields in real life, including traditional industries and key industries in the new economy. Furthermore, it provides a comprehensive overview of new marketing models such as conference marketing, event marketing, news marketing, and cross-cultural marketing, truly achieving a practical approach while integrating theoretical, targeted, and operational aspects. The book is designed to align with corporate simulation teaching.