Marketing

Author: Huang Jinhuo
Publisher:
Publish Date: 2006-11-01
Features: This book is written in line with the requirements of independent college talent cultivation objectives and specifications, based on the guiding ideology of focusing on the cultivation of students' marketing innovation and practical abilities. On the basis of carefully summarizing the teaching reform and practice of this course, we have reconstructed the structural system of the course. On the basis of fully absorbing the new achievements and materials of theoretical research and practice in this discipline at home and abroad, we have accurately elaborated the basic theories, principles, strategies, and methods of marketing. During the writing process, we strive to embody the following characteristics: (1) Foundational. While maintaining the basic principles and structure of the discipline itself, on the one hand, we have deleted those popular, outdated, and unnecessary theories, and on the other hand, we have absorbed the latest achievements in the field of marketing research by drawing on the development of marketing in developed countries and combining with the practice of marketing in Chinese enterprises. (2) Applied. Adhering to the training patterns and requirements of finance and economics majors in colleges, when elaborating on the basic principles and knowledge, we place more emphasis on guiding students to master methods and skills, and cultivating their ability to analyze and solve problems. (3) Readability. During the writing process, we enhance students' intuitive understanding of marketing principles through real-life examples, integrate theory with practice, and significantly increase the readability of the textbook.