A Concise Guide to Marketing

Author: Gao Yanyun
Publisher:
Publishing Time: Not available
Features: Marketing is an applied science that studies the theories, strategies, and operational techniques of corporate marketing. Currently, marketing has become a compulsory course for business and economics majors in higher education institutions. This book is a practical textbook on marketing, covering topics such as: Introduction, Market and Market Environment, Corporate Strategic Planning Process, Marketing Management Process, Market Buying Behavior Analysis, Market Research and Forecasting, Product Strategy, Pricing Strategy, Channel Strategy, Promotion Strategy, and New Developments in Marketing Theories. The book incorporates both the scientific achievements of Western marketing and the practical experiences and specific practices of Chinese corporate marketing. The content is both in-depth and easy to understand. This book can serve as a professional textbook for students of higher vocational and technical colleges in economics and management, as well as for non-economics and management majors. It can also be used as a teaching material or reference book for self-examination, correspondence education, and training for corporate marketing personnel.