Modern Marketing Theory and Practice

Author: Xu Dingya
Publisher:
Publish Date: 2003-07-01
Features: The major features of this book are: enhancing practicality and adaptability based on the elaboration of modern marketing basic theories; concise, clear, and easy to understand; highlighting key points while catering to general understanding, adhering to the guiding principle of integrating theory with practice. It meets the requirements of higher education shifting from exam-oriented to quality-oriented education, incorporating many practical cases, and aligning with the characteristics of vocational education. This book is one of the planned textbooks by the 21st Century Higher Vocational and Technical Education General Textbook Committee, primarily written for higher vocational education, but also suitable for science and engineering undergraduate students in ordinary universities and business and management majors in vocational colleges. The book consists of 12 chapters, covering topics such as: Introduction to Marketing, Marketing Information and Marketing Environment, Analysis of Customer Buying Behavior, Target Market Strategy, Product Strategy, Pricing Strategy, Distribution Strategy, Promotion Mix Strategy, Marketing Management, Service Marketing, E-commerce, and International Marketing. The structure of the book is divided into six parts: 1) Key Knowledge Points; 2) Basic Content; 3) Chapter Summary; 4) Basic Concepts of the Chapter; 5) Classroom Discussion Questions and Thinking Questions; 6) Cases and Case Suggestions.