Marketing Science (Second Edition)

Author: Wang Fanghua, Editor-in-Chief
Publisher:
Publish Date: 2001-07-01
Features: The market is a product of the development of social division of labor and the deepening of commodity economy, while marketing as a discipline emerged in the early 20th century in the United States as a new field. However, the principles, methods, and techniques of this discipline, which studies large markets, are crucial to the success or failure of modern business operations, thus attracting widespread attention from business managers, entrepreneurs, and the academic community worldwide. This book is based on the framework of China's developing and improving socialist market economy system and explores the re-creation of Chinese enterprises under modern corporate systems. The book is divided into twenty-five chapters, including Market Overview, Market Opportunities, Market Research, Market Surveys, Market Segmentation, Market Strategies, Marketing Management, and Trends in Marketing Development. Each chapter is followed by a summary and review questions. This book is suitable for teaching in management schools, business schools, and related disciplines, as well as for MBA programs. It is part of a series published by Fudan University Press under the "Boshe" (Broad Learning) brand.