Modern Marketing Management - Modern Business Administration Library

Author: Feng Liyun
Publisher:
Publish Date: 2006-01-01
Features: This book is one of the teaching materials in the "Modern Business Administration Collection" series. It summarizes the new developments and trends in marketing theory and practice that the authors have acquired through years of teaching and research, referencing a large number of classic domestic and international marketing works. It concisely and innovatively summarizes the latest international marketing theories and marketing management methods in recent years, offering both theoretical depth and practical applicability. It includes cutting-edge information from enterprises and industries, as well as normative analysis. Using plain language and typical cases, it comprehensively introduces readers to the framework and core concepts of modern marketing theory, combining Chinese realities. The content emphasizes theoretical foresight and integration with practice, aiming to provide direct guidance for enterprises in conducting marketing activities.