Marketing Principles (Third Edition)

Author: Guo Guoqing
Publisher:
Publish Date: 2005-07-01
Features: This book is one of the "21st Century Business Administration Textbooks Series" and was awarded the First Prize of the National Outstanding College Textbook Award (2002). The revised third edition is edited by Guo Guoqing as the main editor and Chen Kai as the deputy editor. This book retains the following features of the second edition:
1. Systematicity. It starts from the basics and progresses gradually, with moderate content, a well-structured layout, and a comprehensive and systematic introduction to the basic concepts, theories, and methods of marketing. It includes the emergence and development of marketing, contributions from related disciplines to marketing, new product development, adoption, and diffusion, international strategic alliances, etc.
2. Scientificity. It combines qualitative and quantitative methods to accurately explain marketing principles, fully reflecting the scientific nature of the marketing discipline. Especially in the discussions on new product diffusion theory, pricing theory, marketing research, demand forecasting, marketing planning and control, and optimal order quantity, it strives to use quantitative methods for analysis and explanation.
3. Practicality. Based on the actual development of building a moderately prosperous society in China, this book fully draws on the latest achievements in marketing research both domestically and internationally, while considering the various challenges humanity may face in the 21st century. It addresses the realities of marketing management in Chinese enterprises by incorporating the perspectives and insights of Chinese entrepreneurs, officials, and scholars, thereby discussing the basic concepts, principles, and methods of marketing to help students easily grasp, digest, and apply them.
4. Stability. The overall structure of the chapters remains largely unchanged, maintaining the original five parts: Introduction, Market Analysis, Marketing Strategy, Marketing Mix Strategy, and Marketing Management, with a total of 18 chapters. However, since the content of the new developments in marketing (including marketing for non-profit organizations, defense marketing, service marketing, etc.) from the original sixth part has been extensively discussed in published textbooks or monographs, it has been removed. Additionally, the relevant cases, data, etc., in each chapter have been significantly updated. Some of these cases were compiled by the authors based on relevant materials, while others were sourced from publicly published works. We have cited the sources of all cases that can be traced, and we extend our gratitude to all the relevant authors. The revised third edition has the following new developments:
1. It divides competitive strategy into basic competitive strategy and competitive strategy differentiated by market position, and categorizes strategic alliances as a new model of competitive strategy.
2. The chapter on logistics strategy has been expanded to include "Third-Party Logistics and Supply Chain Management."
3. The section on the development history of marketing has been significantly revised in light of new discoveries in the history of global marketing thought.