Marketing Principles (Third Edition) (Guo Guoqing)

Author: Guo Guoqing
Publisher:
Publish Date: 2005-04-01
Features: This book is one of the "21st Century Business Administration Textbooks Series" and was awarded the First Prize of the National Excellent College Textbook Award (2002). The revised third edition is edited by Guo Guoqing as the chief editor and Chen Kai as the deputy editor. This book retains the following features of the second edition:
1. Systematicity. It progresses from simple to complex, with moderate content, a well-structured layout, and a comprehensive and systematic introduction to the basic concepts, theories, and methods of marketing. It includes the emergence and development of marketing, contributions from related disciplines to marketing, new product development, adoption, and diffusion, international strategic alliances, etc.
2. Scientificity. It employs both qualitative and quantitative methods to accurately explain marketing principles, fully reflecting the scientific nature of the marketing discipline. Especially in the discussions on new product diffusion theory, pricing theory, marketing research, demand forecasting, marketing planning and control, and optimal order quantity, quantitative methods are used to analyze and illustrate these issues.
3. Practicality. Based on the actual development of China's well-off society, this book fully draws on the latest achievements in domestic and international marketing academia while considering the various challenges humanity may face in the 21st century. It addresses the realities of marketing management in Chinese enterprises by incorporating the perspectives and insights of Chinese entrepreneurs, officials, and scholars, thereby discussing the basic concepts, principles, and methods of marketing in a way that is easy for students to grasp, digest, and apply.
4. Stability. The overall structure of the chapters remains largely unchanged, maintaining the original five parts: Introduction, Market Analysis, Marketing Strategy, Marketing Mix Strategy, and Marketing Management, totaling 18 chapters. However, the content of the new developments in marketing (including marketing for non-profit organizations, defense marketing, service marketing, etc.) from the original sixth part has been removed, as it has been extensively discussed in published textbooks or monographs. At the same time, the relevant cases, data, etc., in each chapter have been significantly updated. Some of these cases were compiled by the authors based on relevant materials, while others were sourced from publicly published works. We have cited the sources of all cases that can be traced, and we extend our gratitude to all the relevant authors. The revised third edition has the following new developments:
1. The competitive marketing strategy is divided into basic competitive strategies and competitive strategies differentiated by market position, with strategic alliances categorized as a new model of competitive marketing.
2. The chapter on logistics strategy has been expanded to include "Third-Party Logistics and Supply Chain Management."
3. Regarding the development history of marketing, it has been significantly revised in light of new discoveries in the history of world marketing thought.