Marketing

Author: Lü Huazhou, Liu Xingguo, Fan Yingren (editors)
Publisher:
Publish Date: 2006-08-01
Features: Marketing management is a science, and highlighting the completeness and systematic nature of theory is an inevitable requirement for the development of science itself. This book scientifically and systematically summarizes and discusses the basic theoretical system of marketing management in four parts, aiming to provide readers with a clear learning and research framework. While balancing fundamental theories and methods, the book emphasizes guiding readers to master skills and methods. By introducing case studies, it enhances readers' ability to analyze and solve problems, achieving a perfect integration of theory and practice. This book is suitable as a teaching material for economic and management majors in colleges and universities, as well as for training programs for senior marketing management personnel in enterprises.