Modern automotive marketing

Author: Hu Dazhi
Publisher:
Publish Date: 2004-09-01
Features: In the increasingly competitive automotive sales market, automotive marketing has gained greater appeal, stronger affinity, and more on-site presence. It can be said that automotive marketing has entered the "cultural era," which represents the innovative development of automotive marketing models and also its development trend. Based on a systematic introduction to the theoretical knowledge of product marketing, this book closely integrates the characteristics of automotive marketing, focusing on techniques such as pricing, distribution, personal selling, sales promotion, advertising, public relations, insurance, and marketing management for automotive products. The book cites numerous vivid and lively examples and provides in-depth analysis of typical marketing cases. It is believed that this book will provide practical guidance for automotive marketing professionals and car buyers. The book was written by Bian Haoyi of Zhejiang Jiaotong College of Technology and reviewed by Chen Wenhua of Zhejiang Jiaotong College of Technology.