Marketing

Author: Wang Changguo, Cheng Minran (editors)
Publisher:
Publish Date: 2006-08-01
Features: This book is compiled based on the basic teaching requirements of marketing courses in higher vocational and technical colleges. The entire book consists of 4 parts and 13 chapters: Part 1 is an introduction, which is Chapter 1, introducing the basic concepts and principles of markets and marketing; Part 2 is market analysis, comprising Chapters 2, 3, 4, and 5, focusing on analyzing the marketing environment, purchasing behavior, introducing the marketing research system, and conducting target market selection; Part 3 is the marketing mix, comprising Chapters 6, 7, 8, and 9, primarily exploring product strategy, pricing strategy, distribution strategy, and promotion strategy; Part 4 is the innovation and development of marketing theory, comprising Chapters 10, 11, 12, and 13, mainly elaborating on the company's brand strategy, competitive strategy, service marketing, and event marketing. This book follows the principle of "sufficient theory and practical application," introducing basic knowledge and methods while incorporating numerous valuable reference cases through sections such as "Guiding Cases," "Case Reading," and "Case Analysis." It is beneficial for enhancing students' marketing analysis and decision-making skills. This book can serve as a teaching material for higher vocational and technical colleges and employee training in various enterprises.