Introduction to Marketing (7th Edition)

Author: He Zhiyi
Publisher:
Publish Date: 2006-11-01
Features: Marketing: An Introduction is a best-selling textbook known for its practicality, ease of understanding, and engaging nature. Its main theoretical framework is based on the science and art of viewing marketing as the creation of value for customers and deriving benefits from this creation. The book organizes its chapters around the marketing process, covering understanding the marketing environment, collecting marketing information, understanding consumer behavior, identifying target consumers, and delivering value propositions.