Marketing Management

Author: Wu Xiaoyun
Publisher:
Publish Date: 2001-03-04
Features: This book starts by analyzing the marketing concept, with modern marketing strategy and tactics as the main thread, introducing various aspects such as the marketing environment, consumer behavior, competitor research and competitive strategy, target market and marketing mix strategy, product strategy, pricing strategy, pricing methods, personnel promotion, advertising promotion, public relations promotion, sales promotion, distribution channel strategy, marketing organization and management. It covers both theoretical and practical knowledge, as well as typical cases and recent domestic and international research achievements. It includes relevant principles, methods, and means, as well as related systems, organizational structures, and personnel qualities.