Marketing Management Theory and Practice

Author: Dai Guoliang
Publisher:
Publish Date: 2004-06-01
Features: The primary focus of marketing management is practical application. Most marketing management books currently on the market are translated from American university textbooks. Given the differences in the American marketing environment, this book is based on the theories of foreign textbooks and combines the author's decades of experience with the practical insights gained from the domestic business and marketing environments of China. It integrates marketing management theory with practice, including local practical perspectives, content, and case studies, overcoming the drawback that most university textbooks are translated from foreign sources and fail to align with the conditions of domestic Chinese enterprises. The author hopes that through the innovative and progressive philosophy of this book, traditional university education frameworks can be broken, bridging the gap between university learning, the development of the times, and the current realities of global enterprises.