Automotive Marketing Fundamentals and Practice

Author: Song Runsheng
Publisher:
Publish Date: 2006-02-01
Features: This book is part of a series of vocational and technical college textbooks on automotive marketing. It focuses on cultivating practical skills in vocational education, with content that is innovative, concise, and practical. It incorporates the latest marketing theories and methods, reorganizes the theoretical framework, highlights the practical aspects of application, and includes new, typical automotive marketing cases, supplemented by necessary background information to broaden readers' perspectives. The book places special emphasis on integrating cases with theory to demonstrate the practical components of the curriculum. It is also suitable for training and professional development for automotive marketing staff and managers in automotive service enterprises. This textbook reflects the characteristics of vocational and technical education, with theoretical knowledge presented at an appropriate depth and distinct practical elements. It emphasizes operational practices in business, with a clear and logical structure that gradually unfolds the various business processes of automotive marketing. The main part of the textbook integrates traditional marketing knowledge, introducing core theories and methods of automotive marketing while incorporating cutting-edge theories in marketing, such as the 4C and 4R strategies in automotive marketing, relationship marketing, and integrated marketing. The cases selected are (relevant to readers), featuring the latest, domestic, and international typical examples for analysis. Additionally, it provides sufficient background information to expand readers' horizons, with a strong focus on integrating cases with theory to demonstrate the practical aspects of the curriculum. This textbook can serve as a teaching material for students majoring in automotive technology and marketing in vocational and technical colleges, as well as for training and professional development for automotive marketing staff and managers in automotive service enterprises.