Modern Marketing - 3rd Edition

Author: edited by Ly Yilin
Publisher:
Publishing Date: 2004-03-01
Features: Based on the fundamental concepts of marketing, this (third edition) systematically introduces the strategy, tactics, organization, planning, and control of marketing, combining with the marketing environment and practices of Chinese enterprises. It provides in-depth analysis of highly practical topics such as target market selection, marketing mix strategies, competitive strategies, and international marketing strategies. This book has added two new sections: brand strategy and new developments in marketing. At the end of each chapter, there are discussion questions and cases to help readers connect theory with practice and further understand the content of the textbook. The material is comprehensive and easy to understand, making it suitable as a marketing textbook for undergraduate students, as well as for MBA and business management graduate students. It is also ideal for business management personnel for self-study or in-service training.