Marketing Tutorial

Author: Wu Changshun
Publisher:
Publish Date: 2005-12-01
Features: This book is a work on corporate marketing management. The author has extensive experience in textbook writing and has published multiple marketing textbooks, which have been widely acclaimed. This book was written based on the author's summary of the essence of previous works and fully incorporates feedback from various readers, meeting the urgent demand of the academic and practical communities for new knowledge and fundamental theories in marketing. The book is divided into 12 chapters, covering topics such as the marketing environment, consumer behavior, market research and forecasting, marketing strategy, market segmentation and positioning, product strategy, brand strategy, pricing strategy, distribution channel strategy, integrated marketing communication strategy, and marketing organization and control. The book is systematic, comprehensive, clearly written, concise, and practical, making it suitable as a general textbook for economics and management majors in various universities, as well as for MBA and EMBA programs. It can also be used as a reference and training material for corporate management personnel and marketing professionals.