New Practical Marketing (Theory · Method · Practice)

Author: Li Yan'e (Compiler)
Publisher:
Publish Date: 2005-09-01
Features: This textbook adheres to the above talent development objectives and strives to create the following features:
First, it highlights the main body of marketing behavior, focusing on marketing personnel as the core thread, ands and interprets the entire process of enterprise marketing from the perspective of marketing personnel. Second, it follows the principle of linking theory with practice, avoiding the misconception that college marketing courses overly emphasize theory, leading to poor practical skills, high scores but low competence, and an inability to quickly adapt to social and job requirements. Third, it emphasizes practicality, cultivating students' practical skills and problem-solving abilities. Each chapter is equipped with numerous innovative practical case analyses and exercises, featuring in-depth yet accessible theoretical analysis, rich charts, and a visually appealing design. Fourth, it captures the current economic development status of China, macro environment, sociocultural "features," and strives to be more suitable for the Chinese context, Chinese enterprises, and more "Chinese." Fifth, it innovatively explores from multiple aspects such as the main perspective, knowledge system, structural content, Chinese characteristics, and case analysis, aiming to provide readers with a fresh and engaging experience.