Marketing Principles

Author: Dai Xianyuan
Publisher:
Publish Date: 2006-03-01
Features: This is a brand-new textbook on marketing that will significantly advance the marketing curriculum in China. In addition to providing students with a simple and comprehensive introduction to the fundamental concepts of marketing, the in-depth marketing analysis cases in this book will take students to the forefront of this field internationally. The cases presented in the book showcase the latest achievements in international marketing research, with each case offering broad insights. This is also a highly practical textbook for instructors. The theoretical sections are complete, simple, and clear, while the case sections are easily selectable and expandable, providing students with ample space for discussion. The book covers four main parts: marketing environment, consumer behavior, marketing strategies (market segmentation, product, pricing, distribution, promotion, and international marketing), and marketing research. Among these, the marketing research section is particularly detailed and highly practical, helping students delve deeper into the field of marketing.