Modern Marketing Science (Third Edition)

Author: Ly Yilin
Publisher:
Publish Date: 2005-12-01
Features: This book (3rd Edition) elaborates on the basic concepts of marketing, combining China's corporate marketing environment and practices to systematically introduce the strategy, tactics, organization, planning, and control of marketing. It provides in-depth analysis of highly practical topics such as target market selection, marketing mix strategies, competitive strategies, and international marketing strategies. The book has added two new sections: Brand Strategy and New Developments in Marketing. At the end of each chapter, there are discussion questions and cases to help readers connect theory with practice and further understand the content of the textbook. The textbook is comprehensive and easy to understand, making it suitable as a marketing textbook for undergraduate students, as well as for MBA and business management graduate students. It is also ideal for business executives and management personnel for self-study or in-service training.