Modern marketing science

Author: Huang Hongmin
Publisher:
Publish Date: 2000-09-01
Features: This book is based on the absorption and reference of a large amount of theoretical research achievements both domestically and internationally, as well as in-depth studies of marketing practices in industrial and commercial enterprises at home and abroad. It aims to comprehensively and systematically elaborate on the market concepts, business awareness, marketing strategies and methods, and marketing strategies and management that enterprises should possess under modern market economy conditions, demonstrating general patterns for enterprises engaged in marketing. The book firmly adheres to the principle that marketing theory research should serve the marketing practices of enterprises, highlighting the research on highly applicable marketing practices and methods. It embodies the integration of theory with case studies, qualitative and quantitative analysis, and learning from innovation. This book is based on the absorption and reference of a large amount of theoretical research achievements both domestically and internationally, as well as in-depth studies of marketing practices in domestic industrial and commercial enterprises. It aims to comprehensively and systematically elaborate on the market concepts, business awareness, marketing strategies and methods, and marketing strategies and management that enterprises should possess under modern market economy conditions, demonstrating general patterns for enterprises engaged in marketing. The book firmly adheres to the principle that marketing theory research should serve the marketing practices of enterprises, highlighting the research on highly applicable marketing practices and methods. It embodies the integration of theory with case studies, qualitative and quantitative analysis, and learning from innovation. This is a prominent feature of the book.