Marketing Science (Second Edition)

Author: Lü Yilin
Publisher:
Publish Date: 2005-06-01
Features: Marketing is an important part of business operations and plays an increasingly significant role in today's commercial activities. It requires businesses to focus on meeting the needs of both existing and potential customers in a constantly changing market environment, providing goods or services while also achieving profits. Therefore, as a discipline, marketing should not only disseminate systematic theoretical knowledge but also provide practical and effective operational methods and tools. This book serves as an introductory textbook for marketing, explaining the basic concepts and principles of marketing, introducing highly operational marketing analysis methods, strategy combinations, and techniques, emphasizing the scientific nature of the marketing management process, as well as the targeting and flexibility of marketing strategies. Marketing professionals in enterprises need to understand consumer demand, analyze opportunities and potential threats in the marketing environment, assess competitors' strategies and tactics, assist leadership in making overall business strategy decisions, and develop marketing mix strategies to achieve corporate marketing goals, including delivering the right products at the right price to the right place, making it convenient for target customers to obtain the products.