Modern Promotion Science

Author: Gu Feng, Editor-in-Chief
Publisher:
Publish Date: 2006-12-01
Features:
1. Comprehensive and systematic theoretical framework. This textbook analyzes the process, communication, organization, and motivation of promotion from the perspective of management process theory, and finally discusses issues such as the planning and control of promotion. From the standpoint of interest, it analyzes the roles, strategic choices, and interest equilibrium of stakeholders in value exchange. From the psychological analysis of behavioral motivation, it introduces the hierarchy of needs and the characteristics of product types, emphasizing the demand-matching nature of promotion. On the technical method level, it comprehensively summarizes various promotional methods and techniques, particularly introducing new forms of promotion in the network environment.
2. Combination of theory and practice. Promotion studies have strong practicality, but as a theoretical course, it not only needs to introduce relevant basic knowledge but also key to tell students how it works in real life. For this purpose, the book starts from cultivating students' ability to analyze and solve problems, and through numerous practical cases, strives to enhance students' ability to apply theory to solve problems.
3. Easy to understand. During the writing process, the book fully considers the needs of beginners, combining theory, cases, and reviews to attract readers' attention and interest, guiding them to grasp the basic principles of market promotion in a relaxed and solid manner. Undergraduate students are the main readers of this book, and graduate students, especially Master of Business Administration (MBA), will also find it a valuable reference tool.