Marketing Science

Author: Liang Dong, Liu Jiandi
Publisher:
Publish Date: 2006-08-01
Features: Marketing management, due to its unique strategic, artistic, and practical nature, is highly valued by society and has been widely applied in the operations, decision-making, and corporate image reconstruction of enterprises and various social organizations. This book is divided into thirteen chapters, with specific content including: the origin and development of marketing thought, marketing strategic planning, market analysis, marketing research and market forecasting, market segmentation, target market selection and market positioning strategy, market competition strategy, product strategy, pricing strategy, distribution channel strategy, promotion strategy, international marketing, service marketing, and the process control of marketing. The book is rich in cases and novel, organically combining case analysis, practical training, and marketing planning. Through designing various problems, it requires readers to complete corresponding simulated training, allowing them to "immerse themselves" and achieve both engagement and enhanced learning outcomes. The book is suitable as a textbook for universities and colleges cultivating applied talents in business administration, marketing, accounting, financial management, human resource management, and related fields, as well as a reference book for professionals in related industries.