Modern marketing

Author: Li Dongjin
Publisher:
Publish Date: 2006-09-01
Features: This book is written by teachers from Nankai University and other institutions who are engaged in teaching at the forefront and have many years of experience in marketing education. It aims to explore new teaching methods in marketing, adapt to the new marketing practices in China, and meet the training objectives of innovative applied talents in higher education. The book emphasizes absorbing the most advanced marketing concepts and methods from abroad, while also exploring and analyzing new issues in China's current marketing practice field. Additionally, it focuses on the basic methods and techniques of marketing strategies, emphasizing the integration of theory and practice, and uses numerous case studies for analysis. The book reflects the new dynamics and trends in the development of marketing studies both domestically and internationally, fully demonstrating the principle-based, operational, and exploratory nature of marketing science, and aligns with the new trends in the development of marketing education in China. This book can serve as a textbook for undergraduate and associate degree programs in marketing at various universities and colleges, and is also suitable for marketing theorists, senior managers and marketing professionals in enterprises engaged in marketing.