Modern Business Theory and Marketing Management

Author: Lü Qinghua
Publisher:
Publish Date: 2006-11-01
Features: The specialized topics covered in this book are as follows: Part I Business Basic Theories; Part II Retail Business Development and Operations; Part III Credit Transactions, Trade Secrets, and Goodwill; Part IV Customer Value Theory and Its Relationship to Relationship Marketing Practice; Part V Experience Marketing, Emotional Marketing, and Cultural Marketing Management; Part VI Non-Store Retailing and Direct Marketing, etc. The book collects 36 papers, with two-thirds published in domestic core or authoritative periodicals, and 4 papers fully reprinted by the China People's University Press, including the "Commercial Economy" and "Business Guide." Many of the topics discussed in this book, such as the dialectical relationship of Marx's business theory, the competitive strategy model of China's retail industry based on the "Art of War," the trust foundation for the development of business transactions, the theory and practice of business credit and reputation, the interactive relationship marketing of "sincerity and loyalty" in the internet cultural environment, the five-sibling cultural marketing management model and its application, the experience marketing of the leisure industry, as well as non-store and direct-effect marketing forms, are highly conceptual, innovative in perspective, and forward-looking, offering readers a fresh and enlightening reading experience.