Marketing Science, 2nd Edition

Author: None
Publisher:
Publishing Time: None
Features: The book features a comprehensive and systematic study of the theories, strategies, and tactics of marketing localization; explores new developments in marketing under the information age; incorporates game theory into competitive strategy, using various mathematical models to solve marketing problems; focuses on practice to help readers develop marketing planning skills.
Target Audience: Undergraduate and graduate students in economics and management; MBA and EMBA students; teaching and research personnel in economics and management; consulting company staff; business management personnel.
The first edition of this book was a key recommended finance and economics textbook by the Ministry of Education. It gathers the years of experience and latest insights of many expert professors who have achieved excellence in both the theory and practice of marketing. The book introduces game theory into competitive strategy, using various mathematical models to solve marketing problems. It contains numerous quantitative models and provides detailed introductions to topics such as customer satisfaction, marketing environment analysis, marketing strategy formulation, consumer behavior research, organizational behavior research, competitive strategy, market segmentation, target market selection and positioning, products and services, pricing strategy, channel strategy, promotional strategy, marketing mix, and marketing planning. It also looks ahead to the latest developments in marketing in the new century and elaborates on theoretical models of marketing management. The book includes rich examples and exercises and is accompanied by free electronic teaching materials. Additionally, a (a supporting case collection) is (about to be published) and is particularly suitable as a marketing textbook for undergraduate and graduate students in business management and related fields at universities. It is also an excellent resource for professionals seeking to enhance their theoretical and practical marketing skills.