Marketing (Wu Changshun)

Author: Wu Changshun
Publisher:
Publish Date: 2002-07-01
Features: This book is a work on the subject of corporate marketing. It is divided into sixteen chapters: Chapter 1 Marketing Concepts; Chapter 2 Marketing Planning; Chapter 3 Macro Marketing Environment; Chapter 4 Marketing Information Systems and Marketing Research; Chapter 5 Consumer Markets; Chapter 6 Organizational Markets; Chapter 7 Target Markets and Market Positioning; Chapter 8 Product Strategy; Chapter 9 New Product Development and Product Lifecycle; Chapter 10 Pricing Strategy; Chapter 11 Distribution Channels; Chapter 12 Retail, Wholesale, and Physical Distribution; Chapter 13 Promotion: Integrated Marketing Communications; Chapter 14 Advertising, Promotion, and Public Relations; Chapter 15 Personal Selling; Chapter 16 Marketing and Society. The book is comprehensive, clearly written, concise, and practical, making it an excellent general textbook for economics and management majors. It is particularly valuable for the work of marketing professionals and managers in various types of enterprises.