Marketing Theory and Practice

Author: Yang Minggang, Gao Jing, Wang Biyun (editors)
Publisher:
Publish Date: 2000-09-01
Features: The logical structure of this book is divided into four parts and sixteen chapters. The first part introduces the basic principles of marketing to students; the second part covers marketing strategy; the third part discusses various basic strategies and tactics of marketing; the fourth part introduces new concepts in marketing, new marketing strategies, new marketing tactics, and new trends in business management. As a series textbook for vocational education, this book's outstanding features mainly include: adherence to scientific rigor, emphasis on practicality, and a focus on innovation.
1. Scientific Rigor. This book incorporates mature theories and latest research findings from renowned marketing experts and scholars such as Philip Kotler of the United States, as well as the essence of major marketing works and textbooks from around the world.
2. Practicality. Based on the latest "Basic Requirements for Teaching Marketing in Higher Vocational and Technical Colleges" issued by the Ministry of Education, the book presents marketing theories in a concise manner, while introducing marketing strategies and techniques with the principles of being specific, clear, and easy to grasp. The writing style is designed to be popular, vivid, fluent, and well-organized. Each chapter includes discussion questions and case study questions to help students understand and absorb the content.
3. Innovation. Unlike imported marketing textbooks or traditional university textbooks, this book is uniquely structured and content-wise, tailored to practical needs and student characteristics. It includes additional topics such as global marketing strategy, the six elements of CIS, integrated marketing communication, online advertising, virtual enterprises, and humanistic operations. In terms of structure, it stands out with the addition of chapters on marketing strategy and marketing innovation. The book features a novel structure, rich content, and broad coverage, making it more aligned with disciplinary characteristics and contemporary demands.