A Concise Tutorial on Marketing

Author: Liu Baocheng
Publisher:
Publish Date: 2006-11-01
Features: Since the reform and opening-up, China's remarkable economic growth has been primarily driven by the development of manufacturing. As a result, our role in international division of labor has been largely defined as the "world's factory." However, the deepening of a market economy relies on effective marketing theory and practice. Only in this way can the value chain of our international division of labor extend to broader spaces. This book, "A Concise Introduction to Marketing," aims to provide a concise framework of marketing theory and introduce practical approaches in the field. It focuses on three key aspects: first, an in-depth exploration of the nature of demand; second, uncovering the essence of product quality; and third, providing a detailed introduction to specific marketing practices. Moreover, the book remains highly contemporary, featuring dedicated chapters on digital marketing and channel development, along with updated data.