Real Estate Marketing (Undergraduate Series Textbooks for Property Management in the 21st Century)

Author: Gao Binghua
Publisher:
Publish Date: 2004-09-20
Features: Based on the nature of real estate marketing and the theoretical knowledge applied in real estate marketing activities, this book systematically introduces the basic concepts, theories, methods, and techniques of real estate marketing. Its main content includes: the constituent elements, structural system, and functional characteristics of the real estate market; the evolution of marketing concepts; the composition and characteristics of the real estate marketing mix; the constituent elements of the real estate marketing environment; the content, procedures, and methods of real estate market research; the principles, content, procedures, and methods of real estate market forecasting; the analysis of purchase motivation and behavior in real estate; market segmentation and target market positioning in the real estate market; product strategies in real estate marketing; pricing strategies in real estate marketing; distribution channel strategies in real estate marketing; promotional strategies in real estate marketing; the process, strategies, and techniques of personal selling in real estate marketing; the planning, organization, and control of real estate marketing.