Marketing (21st Century Vocational and Technical College Management Series Textbooks)

Author: Xie Shouzhong
Publisher:
Publish Date: 2004-09-19
Features: Based on years of teaching experience, this book incorporates the latest domestic and international marketing data and research findings. From the perspective of management decision-making, it systematically elaborates on the entire process of enterprise marketing management activities. The book combines theory with practice while also analyzing the Chinese context. Thought-provoking questions are selected at the end of each chapter based on the main content. The book is divided into eleven chapters, providing detailed explanations of the knowledge required in marketing from the perspective of the process of enterprise marketing management. Chapters 1 to 3 begin with an overview of marketing knowledge, describing the marketing environment and analyzing market behavior. Chapters 4 to 9 focus on various marketing strategies and methods in marketing activities. Chapters 10 and 11 expand the concept of the market, primarily covering international marketing knowledge and introducing emerging new marketing concepts. This book can serve as a textbook for management and finance majors, as well as for training business management personnel. Even non-professionals reading it out of interest will gain systematic academic knowledge.