Marketing Theory and Practice

Author: Lian Yi
Publisher:
Publish Date: 2007-01-01
Features: This book comprehensively introduces the basic theories and case studies of marketing. It focuses on cultivating learners' ability to solve practical marketing problems, striving to transform knowledge into skills. Marketing begins and ends with the market, while also occupying its core position. Each chapter starts with an introductory case study and concludes with case analysis and discussion questions. The book employs numerous charts and tables to elaborate on the content, theories, and practices of marketing, aiming to describe them concisely, succinctly, and accurately, thereby broadening learners' perspectives. The book is divided into 15 chapters and 2 appendices. It includes topics such as an introduction to marketing, strategic planning and the marketing management process, marketing environment analysis, consumer behavior analysis, market research and forecasting, competitive marketing strategies, target marketing strategies, product strategies, branding and packaging strategies, pricing strategies, distribution channel strategies, promotional strategies, marketing action management, marketing planning, and the development of marketing. The appendices feature practical marketing case studies. This book serves as a teaching material for applied undergraduate students in business management majors at universities and colleges, as well as for vocational and technical college students and related professionals. It is also suitable for training marketing personnel in enterprises.