Marketing Management and Practice

Author: Peng Jie
Publisher:
Publish Date: 2005-08-01
Features: This book is primarily aimed at vocational college and university students as well as practitioners. During the writing process, we adhere to the scientificity, theoretical foundation, and practicality of teaching materials, striving to combine marketing principles with marketing practice. It ensures correctness in theory, completeness in knowledge systems, rational structure, and easy-to-understand language. Practical cases are applied to enhance the book's practicality and applicability, making it suitable for vocational college and university students. Additionally, learning objectives and key terms are highlighted at the beginning of each chapter, and typical cases, summaries, and review questions are provided at the end of each chapter. This facilitates students' understanding of the chapter's content and makes it convenient for readers to study independently. The book is divided into four parts and fourteen chapters, covering knowledge related to the integration of marketing theory and practice, including fundamental marketing theories, marketing concepts, marketing management, marketing environment analysis, buyer behavior analysis, competitor analysis, target marketing strategies, market positioning, product strategies, pricing strategies, distribution strategies, and promotional strategies in the marketing mix, as well as new developments in marketing. The content is comprehensive, well-structured, and clearly expressed. Especially noteworthy is the ability to combine marketing principles with practical cases for analysis, fully reflecting the book's practical and applicability characteristics, which helps students apply what they have learned.