Modern marketing science

Author: Huang Wenxin
Publisher:
Publish Date: 2001-08-01
Features: Based on scientifically absorbing modern Western marketing theories, this book focuses on reflecting the new ideas, theories, and methods in the current field of marketing. It emphasizes quantitative research on marketing issues and combines them with the practical challenges faced by Chinese enterprises in marketing. The book links theory with practice, providing a comprehensive explanation of the fundamental principles, strategies, and methods of marketing. It mainly includes basic marketing concepts, marketing opportunity analysis, marketing competitive strategies, marketing mix, as well as the organization, planning, execution, and control of marketing activities. This book is written in textbook format, with significant innovations in structure and content selection. The language is clear and easy to understand, highlighting practicality and operability. It can serve as a textbook or reference book for undergraduate and graduate students majoring in finance and economics in colleges and universities, as well as for self-study reference by professionals in economic departments and enterprises.