Marketing Science

Author: Zhang Liming
Publisher:
Publish Date: 2004-09-01
Features: This book emphasizes the combination of marketability and operability, theoretical and applicability, originality and inheritance. It is not only a textbook on marketing theory but also a reference book for corporate marketing operations. It aims to provide readers with comprehensive benefits. During the writing process, the book strives to incorporate the latest theories of domestic and international marketing, accurately explain the scientific principles of marketing, and systematically introduce the fundamental theories of marketing, fully reflecting the scientific and systematic characteristics of marketing theory. In terms of content, it endeavors to reflect the new methods and challenges in current marketing theory research, providing practical and actionable techniques and strategies that are close to real life, linking theory with practice, and highlighting practicality and operability. This book can serve as a textbook for undergraduate students in economics and management majors as well as non-economics and management majors in various universities and colleges. It can also be used as a reference book for managers and marketing professionals in various industries and at different levels for self-study and research on marketing. In some chapters of the book, we have included cases and discussion questions to help readers deepen their understanding of the relevant theories and content. The book focuses on incorporating the latest theories of domestic and international marketing, covering marketing and its related concepts, corporate strategy, marketing management processes, marketing environment, and more.