Marketing Management (Revised Edition)

Author: Wu Tao
Publisher:
Publish Date: 2005-02-01
Features: This book aims to provide a case-based teaching approach, highlighting the marketing practices of local enterprises, focusing on the theoretical foundation of transactional marketing, reflecting new concepts and trends such as relationship marketing and integrated marketing communication. It is a marketing textbook with a certain theoretical depth. The book consists of 17 chapters, divided into 5 parts: establishing marketing concepts, analyzing marketing opportunities, developing marketing strategies, planning the marketing mix, and managing marketing efforts. The outstanding features of this book are: case-based teaching approach, emphasis on localized marketing practices, and efforts to reflect the quantitative and qualitative aspects found in foreign marketing textbooks, making it convenient for teaching and learning, with a focus on training marketing practical skills. The target readers are undergraduate students, MBA students, and master's degree candidates in higher education institutions, as well as corporate managers and marketing professionals.