Marketing Science (6th Edition)

Author: Lamb (USA)
Publisher:
Publish Date: 2005-01-01
Features: Marketing is a discipline with strong integration and application. The guiding principles for individuals, businesses, and non-profit organizations to engage in business activities differ under different levels of productivity and economic systems. Since the establishment of the marketing theory system, its development has closely followed the pace of the times, continuously innovating, with new theories and concepts emerging almost every decade: In the 1950s, researchers and practitioners in marketing contributed concepts such as "marketing mix," "product life cycle," "brand image," and "market segmentation." In the 1960s, concepts like "4P mix," "lifestyle," "buyer behavior," and "aggressive marketing" emerged in this field. In the early 1970s, groundbreaking theories such as "social marketing" and "product positioning" appeared successively. By the 1980s and 1990s, marketing theory and methods underwent further development, with theories such as "internal marketing," "direct marketing," "relationship marketing," "cooperative marketing," "green marketing," and "online marketing" emerging one after another. So, what trends and developments will marketing adapt to in the 21st century? The authors of Marketing (6th Edition) focus on issues such as "globalization," "networking," "teamwork," "marketing innovation," and "entrepreneurship establishment," addressing the characteristics of the 21st century where industries across all sectors face challenges like globalization, digitization, and networking. Throughout the book, the recurring themes are "online business," "global perspective," "entrepreneurship," "marketing career first," "customer value," "teamwork," "marketing innovation," "cross-departmental links," "video cases," and "applying knowledge to practice." These terms suggest to readers the development trends of marketing theory and methods in the early 21st century. As a marketing textbook, like other textbooks, the authors use numerous cases to substantiate the theories. However, the authors of this book have carefully selected cases with diversity, including successful cases of well-known enterprises, the successes and failures of many small businesses, and even cases of non-profit organizations, making the book more readable and practical.