Marketing - Theory and Practice

Author: Li Zhirong
Publisher:
Publish Date: 2006-08-01
Features: The structural feature of this textbook lies in the combination of its theoretical and practical systems, which complement and support each other. Another characteristic of the textbook is the emphasis on cultivating scholars' abilities and qualities in knowledge teaching. This is primarily reflected in the design of each chapter—improving professional qualities and fostering practical ability are integral components of the textbook. The textbook also includes the design of practical organizational forms, highlighting education in teamwork awareness, expressive ability, communication skills, etc., demonstrating the educational philosophy of comprehensive development in vocational education qualities, knowledge, and abilities. This book comprehensively and systematically introduces the theoretical knowledge and basic skills of marketing, including: marketing environment analysis and application, marketing research and forecasting, buyer behavior analysis, target market selection, product strategy, etc. The authors of this book, combining the requirements of vocational education and the analysis of professional behavior, have selected and combined the original theories, forming an organic integration of the practical system and the theoretical system, enabling them to work together in teaching to guide the instructional process.