Marketing Management, English Edition, Second Edition

Author: Ker, R., Chenketao
Publisher:
Publish Date: 2002-01-01
Features: This book provides important concepts and theories of marketing, covering topics such as marketing planning, research, and information; market segmentation, positioning, and branding; advertising strategies, direct marketing, promotions, and public relations; pricing decisions; distribution and supply chain management; product and service decisions, etc. It explores marketing management from a global perspective, enabling readers to truly understand how marketing management should adapt to the environment faced by businesses. The book places strong emphasis on practical applications, featuring 45 explanatory cases, 30 analytical cases, and 10 complete cases, which help readers simulate effective marketing management decisions. This book is suitable for undergraduate and graduate students in management majors, MBA students, and senior management professionals in enterprises.