Modern Marketing Science

Author: Li Sheng
Publisher:
Publish Date: 2004-07-01
Features: The world economy is developing rapidly today, and marketing is also evolving. It is not only a product of the world economy but also continuously develops by summarizing the practical experience of enterprise marketing. At the same time, during its development, it also guides the marketing practices of enterprises. Therefore, it is a very practical applied economic discipline. With the deepening development of China's socialist market economy, enterprise marketing activities cannot be separated from the guidance of marketing, and there is an urgent need for a large number of marketing talents. To meet the teaching needs of higher education institutions and the training needs of enterprise cadres and workers, we have compiled the book "Modern Marketing." "Modern Marketing" explains the basic theories, strategies, and research methods of marketing. It has the following characteristics: First, it analyzes marketing from a strategic perspective. Chapters 6, "Enterprise Marketing Strategy," and 7, "Target Marketing Strategy," in the book reflect this issue. Second, theory is closely linked to practice. The concepts, theories, and strategies explained in the book are illustrated and enriched with a large number of practical examples, all of which reflect the marketing practices of enterprises in China during the reform and opening-up, especially with more emphasis on the marketing practices of enterprises in Guangdong and Guangzhou, which are at the forefront of the reform and opening-up. Third, this book focuses on absorbing new marketing perspectives and examples. Through years of teaching research and practice, the author has conducted investigations in enterprises to absorb many new marketing perspectives, trends, and practices in enterprises worldwide today, enriching the content of the book and giving readers a fresh sense. The book consists of 13 chapters, divided into three parts: Part I covers marketing theory. It includes an overview of marketing, marketing concepts, marketing mix and its development, market analysis, market environment analysis, buyer behavior analysis, and marketing strategy. Part II covers marketing strategies. It includes product strategy, pricing strategy, distribution channel strategy, and sales promotion strategy. Part III covers the methods of market research. It includes the methods of market research and market forecasting.