Marketing Principles and Practical Training Course

Author: Peng Shipu
Publisher:
Publish Date: 2006-12-01
Features: This book is one of the national planning textbooks for the "11th Five-Year Plan" in general higher education. It includes 13 chapters: Introduction, Consumer Psychology and Consumer Buying Behavior, Marketing Research, Market Segmentation and Target Market Strategy, Product Strategy, Pricing Strategy, Distribution Channel Strategy, and Service Marketing, etc. The distinctive features of this book are: it possesses a certain degree of innovation, with rich and diverse content and flexible formats. It has strong practicality and hands-on applicability, emphasizing the combination of knowledge, interest, and operability. This book can be used as teaching materials for various educational programs that train applied and skill-oriented talents, as well as a reference book for professionals and training purposes. The book mainly introduces consumer psychology and consumer buying behavior, marketing research, market segmentation and target market strategy, product strategy, and other content.