Real Estate Marketing (Real Estate Series Textbooks)

Author: Wu Xianghua, Editor-in-Chief
Publisher:
Publish Date: 2005-10-01
Features: With the continuous development of the real estate market, real estate marketing theory has also been evolving. From the initial reliance on advertising marketing to product marketing and ultimately to whole-process marketing, real estate marketing has become an organic whole composed of various parties involved in its implementation, interconnected, interdependent, and mutually constrained. The fierce market competition and increased macro-control efforts have posed new challenges to real estate marketing. How to respond quickly to the ever-changing market, how to make wise decisions in a complex environment, and how to align the development of real estate marketing theory with the development of the real estate market and the macroeconomic environment are central concerns for many real estate marketers, planners, and theoretical researchers. The formation of this book stems from such an intention, hoping to break through in real estate marketing theory to meet the needs of the new situation. The development of the real estate market is inseparable from the research of real estate marketing theory, and real estate marketing is a core course for real estate management and engineering management programs with a focus on real estate operations. Based on the fundamental theories of marketing and the latest characteristics of the real estate market, this book emphasizes the combination of theoretical depth and practical applicability. The target readers include undergraduate and graduate students in engineering management or real estate programs, as well as real estate marketing planners, sales managers, and market promotion personnel. It can also serve as a training textbook for real estate management professionals.
The development of the real estate market is inseparable from the research of real estate marketing theory, and real estate marketing is a core course for real estate management and engineering management programs with a focus on real estate operations. Based on the latest characteristics of the real estate market and the fundamental theories of marketing, this book emphasizes the combination of theoretical depth and practical applicability. The book is divided into ten chapters, each followed by cases and review questions. The target readers include undergraduate and graduate students in engineering management or real estate programs, as well as real estate marketing planners, sales managers, and market promotion personnel. It can also serve as a training textbook for real estate management professionals.