Modern Marketing Science, textbook compiled by Beijing Technology and Business University

Author: Lan Ling
Publisher:
Publish Date: 1996-08-01
Features: The basic framework of this book follows the marketing management process and content. Starting with an introduction to the concept of marketing, it combines the actual marketing management practices of Chinese enterprises to explore corporate marketing environment, buyer behavior patterns, market segmentation, target market selection, as well as corporate marketing strategies and strategic marketing planning, competitor strategies. It introduces methods of marketing research and demand measurement, forecasting, and focuses on the formulation and implementation of product strategies, pricing strategies, distribution strategies, and promotional strategies. The book also provides an in-depth analysis of international marketing and service marketing. Based on the author's years of teaching experience in marketing, this book is completed by extensively absorbing the essence of relevant domestic and international textbooks, works, and the latest research findings. It emphasizes both the forward-looking nature of theoretical perspectives and the practicality and applicability. The book has a complete system, novel viewpoints, and rich content.
Target Audience: Undergraduate and graduate students and faculty in business administration and marketing majors, corporate management personnel, and government officials.