Introduction to Marketing

Author: Chen Baoyu
Publisher:
Publish Date: 2006-09-01
Features: With the advent of the new economy and economic globalization, marketing, as one of the most dynamic fields in the discipline of business management, is an emerging subject that studies the market activities of organizations and individuals. It is also a comprehensive applied discipline closely integrated with economics, behavioral science, sociology, and modern management. Marketing activities are carried out under the guidance of certain business concepts. Therefore, this book is not just a textbook; it serves as an entry point. The entire book elaborates on the fundamental principles of marketing, as well as the content, methods, steps, and specific strategies of marketing strategy planning, product strategy, pricing strategy, channel strategy, and promotional strategy. Additionally, it includes distinctive section designs such as teaching points, key challenges, key focus areas, case analyses, and reflection questions, all aimed at cultivating students' practical skills and maximizing their potential. This makes it an ideal textbook for higher education institutions and a valuable read for corporate marketing professionals.