Marketing concept and strategy

Author: Pride
Publisher:
Publish Date: 2005-06-01
Features: Marketing textbooks must be updated to meet the needs of the times and should actively participate in future changes. The writing style of this book is skillful in simplicity; thoughtful in nature; and theoretical in practice. It is an excellent introductory book for those with only general management knowledge, extending from common and everyday examples to marketing principles; while for those already equipped with marketing knowledge, it prompts reflection on whether their marketing knowledge is outdated? Compare your analysis of the common examples mentioned in this book with how you would analyze them. The book includes case studies at the end of each chapter, which reflect the experiences of modern enterprises and can be considered classics in management.
— Mei Qing, School of Business, Southeast University of Finance and Economics
This book is one of the most widely used and successful marketing textbooks in the United States and globally, primarily focusing on the strategic perspective of marketing. It elaborates on the rules of marketing from cross-border and cross-cultural perspectives, analyzes the experiences of successful enterprises, reveals new concepts in marketing, and exposes the blind spots and pitfalls in marketing practices. In this book, the author fully utilizes all available resources to showcase the exciting challenges faced by marketing and immerse students in a vivid and concrete way, providing readers with a broad perspective for exploring and analyzing various aspects of marketing rules.
The book is divided into 7 parts and 24 chapters. Part I, "Marketing and the Marketing Environment," discusses the essentials of strategic marketing, strategic planning, the marketing environment, social responsibility and ethics in marketing, global markets, and international marketing. Part II, "Buyer Behavior and Market Segmentation," covers marketing research and information systems, target market segmentation and evaluation, consumer buying behavior, and organizational markets and purchasing behavior. Part III, "Product Decisions," includes the concept of products, product development and management, branding and packaging, and services. Part IV, "Distribution Decisions," discusses marketing channels and supply chain management, wholesale and logistics, and retail. Part V, "Promotion Decisions," covers integrated marketing communication, advertising and public relations, and personal selling. Part VI, "Pricing Decisions," includes the concept of pricing and price setting. Part VII, "Execution and E-commerce," covers marketing execution and control, internet marketing, and e-commerce.
The target audience for this book is very broad, suitable for marketing management teachers, graduate students, MBAs, and corporate marketing managers in business schools across the country; advertising and sales professionals on the front line of the market; it can also serve as a business training textbook for sales personnel in various enterprises, as well as a must-read reference book for self-taught individuals interested in marketing.