Principles of Marketing

Author: He Yongqi, Fu Han Zhang
Publisher:
Publish Date: 2006-10-01
Features: This book is one of the national planning teaching materials for the "11th Five-Year Plan" in general higher education. It extensively draws upon and references advanced academic works and textbooks from abroad, providing a comprehensive and detailed exposition of marketing principles. The book primarily focuses on implementing the educational principle of integrating quality, knowledge, and competence, employing numerous charts, examples, and other forms to strengthen the training of learners' qualities, knowledge, operational skills, and innovative abilities. It is suitable for teaching use in relevant disciplines at universities and colleges. This is the third edition of "Principles of Marketing." In terms of content, it discards certain concepts and marketing techniques from the second edition that were limited by the domestic and international technological levels, economic theories, and the stage of market development. It replaces them with entirely new content reflecting the economic landscape, marketing environment, marketing theories, technological advancements, and trends since the beginning of the 21st century.