Marketing

Author: Li Nongqin
Publisher:
Publish Date: 2006-01-01
Features: This book is divided into 15 chapters, organized according to the marketing management process. The main content includes Introduction, Marketing Research and Demand Measurement, Marketing Environment, Consumer Market and Its Buying Behavior Analysis, Organizational Market and Its Buying Behavior Analysis, Competitor Analysis, Marketing Strategy Planning, Target Market Strategy, Marketing Organization, Execution and Control, Product Strategy, Pricing Strategy, Distribution Strategy, Promotion Strategy, Service Marketing Management, and International Marketing Strategy. This book helps cultivate students' skills and facilitates the comprehensive application of case studies and discussion questions in each chapter to summarize the learned knowledge in stages. It can serve as a textbook for vocational colleges in economics, management, and related fields, as well as for marketing professionals to study and use. This book is divided into 15 chapters, organized according to the marketing management process. The main content includes Introduction, Marketing Research and Demand Measurement, Marketing Environment, Consumer Market and Its Buying Behavior Analysis, Organizational Market and Its Buying Behavior Analysis, Competitor Analysis, Marketing Strategy Planning, Target Market Strategy, Marketing Organization, Execution and Control, Product Strategy, Pricing Strategy, Distribution Strategy, Promotion Strategy, Service Marketing Management, and International Marketing Strategy. This book helps cultivate students' skills and facilitates the comprehensive application of case studies and discussion questions in each chapter to summarize the learned knowledge in stages. It can serve as a textbook for vocational colleges in economics, management, and related fields, as well as for marketing professionals to study and use.