Marketing

Author: Fan Yunfeng, Ding Ruoyu / Country: Mainland China
Publisher:
Publishing Date: 2006-08-01
Features: This book strives to combine our many years of insights in marketing, aiming to guide practical application with in-depth yet accessible explanations of theory. The extensive use of localized case studies is a valuable aspect of this book, especially as many of them are firsthand experiences from the masters in recent years while providing diagnosis and planning services to companies, demonstrating strong practicality. Additionally, to enhance persuasiveness and facilitate communication with readers, the book incorporates numerous images and tables. In summary, compared to other similar books, we have strived to highlight the following features during the writing process:
(1) Concise and operation-oriented. It uses clear language to relatively comprehensively present the basic theories, concepts, and methods of marketing.
(2) Novel and knowledge-intensive. It actively follows the cutting-edge issues of marketing theory, emphasizing the analysis and introduction of new trends in marketing theory.
(3) Rich in cases and highly reference-worthy. It elevates practical cases to theory and guides actual operations with theory. This helps explain and elaborate principles while also improving readers' abilities to analyze and solve problems, playing a role in sparking further insights.
(4) Lively and highly readable. The language is concise and the style is vibrant, with humorous plots often leaving readers in stitches. Some content uses popular life stories to distill the philosophy of business operations, simplifying complex matters.
The book is divided into twelve parts: General Overview, Marketing Environment, Consumer Behavior Analysis, Organizational Market Analysis, Marketing Research, Target Marketing Strategies, Product Strategy, Pricing Strategy, Promotion Strategy, Marketing Channel Strategy, Service Marketing, Customer Relationship Marketing, and Internet Marketing. This book is not only suitable for undergraduate and associate degree teaching in financial and economic universities and general institutions but can also serve as teaching materials and reference books for on-the-job training and self-study.