Marketing Management: Theory, Application, and Cases

Author: Science Press
Publisher:
Publish Date: 2002-03-01
Features: This book is one of the "MBA Excellent Teaching Material Series" and systematically and comprehensively describes the entire process of modern marketing activities. The content mainly includes: modern marketing concepts and development trends, marketing environment analysis, demand and purchase behavior analysis, market research, market segmentation and target market selection, marketing strategies, product strategies and management, product pricing and management, sales channel selection and management, promotional mix and management, as well as e-commerce and online marketing. According to the characteristics of postgraduate students in business administration, in addition to introducing basic marketing theories, the latest trends and development directions in marketing, this book emphasizes the combination of theory and practice, focusing on research at the level of marketing strategies, providing many insightful insights into marketing and enlightening marketing examples.