Marketing - (Fifth Edition)

Author: Li Hong
Publisher:
Publish Date: 2006-06-01
Features: This textbook was written for training Master of Business Administration (MBA) students. It integrates the authors' extensive experience and insights from marketing teaching and marketing practice, drawing upon a wealth of domestic and international marketing theory literature and research findings. It has the following characteristics:
1. Combining the latest developments in domestic and international marketing theories with the practical challenges faced by Chinese enterprises in marketing, it proposes a new marketing concept centered on strategic marketing, emphasizing the integration and unity of customer orientation and competition orientation at the strategic level. By introducing new findings from economics, behavioral science, systems theory, management theory, and strategic theory, it establishes a relatively new conceptual framework for marketing.
2. In terms of content, it strives to reflect the latest methods and issues in marketing theory research, closely aligning with real-world economic life. It connects theory with practice, highlighting practicality and operability.
3. Attention is paid to applicability, aiming for clarity and ease of understanding. It can be used for teaching MBA students, undergraduate students in business administration, as well as for training in economic management departments and business enterprises. To this end, the book includes a richer selection of cases and thought-provoking questions at the end of each chapter to help readers digest and comprehend the relevant theories and content.