Modern marketing

Author: Zhang Bingda, Chen Yuan, Liu Tingting
Publisher:
Publish Date: 2006-09-01
Features: This book primarily introduces the basic concepts and principles of modern marketing. The specific content includes: the emergence and development of marketing, marketing environment analysis, market competition strategies, analysis of consumer demand and consumption behavior, market segmentation and target marketing, marketing mix strategies (including product, pricing, distribution, and promotion decisions), social culture and marketing, and new developments in marketing. The greatest feature of this book is: innovative format, concise and clear content, adhering to the guiding principle of integrating theory with practice, extensively using cases to explain the basic principles of marketing in an easy-to-understand manner, strong practicality, and a contemporary touch. This book is one of the general planning textbooks for vocational and technical colleges in the 21st century, primarily written for higher vocational education. However, due to the numerous innovations made by the authors in both content and format, this book is also suitable for students of various disciplines in universities and colleges, as well as serving as a teaching material for business management training and adult higher education.