Marketing

Author: Lin Zuhua
Publisher:
Publish Date: 2006-01-01
Features: This book has the following main characteristics:
1. Emphasis on Targetedness. Currently, the teaching materials used in higher vocational and technical colleges are mostly undergraduate textbooks, original junior college textbooks, or adult college textbooks, or their abridged versions, which are not suitable for the learning and use of most higher vocational and technical students. Therefore, this textbook particularly emphasizes targetedness, with a focus on necessity and sufficiency.
2. Focus on Skillfulness. Based on the training objectives of higher vocational and technical education and the basic characteristics of talent cultivation models, it revolves around the requirements of marketing professional positions, focusing on cultivating students' comprehensive ability to apply marketing theories to analyze and solve practical marketing problems.
3. Highlighting Practicality. Higher vocational and technical education is a mass education, aimed at cultivating high-level applied talents with comprehensive marketing capabilities to meet the needs of new enterprise marketing positions under China's socialist market economy system. Most students will enter marketing positions after graduation or start their own businesses, so the content of this textbook highlights practicality.
4. Adherence to Foresight. On one hand, it fully absorbs the latest textbooks, research findings, and marketing practices, initiatives, and cases from both domestic and international fields in this discipline. On the other hand, it combines these new contents with the teaching requirements of higher vocational and technical education and students' acceptance capabilities to enhance the scientificity, advancedness, and adaptability of the textbook.
5. Novelty in System Design. It includes sections such as introductory cases, intermediate cases, and post-class reflection cases, as well as classroom discussion questions and review questions, to strengthen the integration of theory and practice, the combination of knowledge acquisition and intellectual development, and the balance between thinking and hands-on practice, truly reflecting the characteristics of higher vocational education.