Marketing (Textbook)

Author: Jin Yiming, Wang Ying
Publisher:
Publish Date: 2006-07-01
Features: This book is designed with practical application in mind, closely connecting with marketing realities. It focuses on improving the overall quality and comprehensive marketing skills of readers, especially cultivating their innovative and practical abilities. In addition to providing a comprehensive introduction to the core content of marketing, the book also integrates elements from related disciplines such as market research and forecasting, psychology, public relations, and advertising, making it highly interdisciplinary. The book is rich in case studies, offers in-depth analysis, and effectively bridges theory with practice, truly centering on practicality while ensuring theory guides practice and practice validates theory. It is highly operational. Furthermore, starting from the perspective of developing readers' problem-solving and analytical skills, each chapter includes additional post-class exercises and practical training questions to help readers consolidate their knowledge and enhance their professional and entrepreneurial capabilities. The book is rich in content, well-structured, and highly practical, making it an ideal choice for marketing professionals to study, as well as an excellent textbook for relevant majors in higher education institutions.