Marketing

Author: Sun Xiaoli, Editor-in-Chief
Publisher:
Publish Date: 2006-08-01
Features: The entire book adopts a novel and unified formatting design, including: Knowledge Objectives, Skill Objectives, Introduction, Opening Case Studies, Main Text, Chapter Summary, and Review Questions. Especially, the practical exercises listed in the Review Questions are highly beneficial for training the marketing skills of vocational college students. The book consists of nine chapters in total.
Chapter Overview addresses the issue of students' understanding of marketing, briefly introducing the importance of marketing and its basic activities. Chapters 2-7 cover Marketing Environment Analysis, Target Market Strategy, Product Planning, Pricing Planning, Channel Planning, and Promotion Planning, which are the key teaching content. At the end of each chapter, various basic formats for marketing planning are listed, along with sample cases. Chapters 8 and 9 discuss Marketing Management and Marketing Strategies, respectively. This book can serve as a teaching material for related economic disciplines such as Marketing and Business Administration, as well as a training manual for business professionals. Additionally, it is a valuable reference for self-learners.