Marketing Science (21st Century Practical Economic Management Series Textbooks)

Author: Li Shizong, Huangjinhu, et al
Publisher:
Publish Date: 2002-08-19
Features: This book is divided into twelve chapters, comprehensively introducing the theories, methods, and techniques of marketing; it covers the new developments in marketing concepts, the marketing environment, and the methods of market research and forecasting; it elaborates on target market strategies, product strategies, pricing strategies, distribution channel strategies, promotional strategies, and service marketing. Based on a strong emphasis on the integration of theory and practice, a complete theoretical system, and practicality, the book also highlights usability and operational feasibility. Each chapter is followed by a rich set of review questions and practical case studies for readers to use. The book is well-structured, with fresh content and fluent language, primarily aimed at vocational and technical college education in economics and management. It can also serve as a textbook for undergraduate finance and economics courses with fewer credits; at the same time, it is also a valuable read for business and management personnel.