New Practical Marketing: Theory. Methods. Practice

Author: Li Yan'e
Publisher:
Publish Date: 2005-09-01
Features: This textbook follows the above talent development objectives and strives to create the following features: First, it highlights the main body of marketing behavior, focusing on marketing personnel as the core, and interprets the entire process of enterprise marketing from the perspective of marketing personnel. Second, it adheres to the principle of linking theory with practice, avoiding the misconception that college marketing courses overly emphasize theory, leading to poor practical skills, high scores but low competence, and an inability to quickly adapt to social and job requirements. Third, it emphasizes practicality, cultivating students' practical skills and problem-solving abilities. Each chapter is equipped with a large number of novel practical case analyses and exercises, with in-depth yet accessible theoretical analysis, rich charts, and visually appealing graphics. Fourth, it captures the current economic development status of China, macro environment, sociocultural "features," and strives to be more suitable for China's conditions, Chinese enterprises, and more "Chinese." Fifth, it innovates and explores from multiple aspects such as the main perspective, knowledge system, structural content, Chinese characteristics, and case analysis, aiming to provide readers with a fresh and novel experience.