Marketing Science (8th Edition, English Edition)

Author: (USA) Michael D. Anderson, (USA) William D. Lamb, (USA) James R. Hill
Publisher:
Publish Date: 2006-12-01
Features: This book serves as a marketing textbook for the 21st century, surpassing, developing, and innovating beyond previous marketing textbooks in both theory and methodology. It adapts to the trends of globalization, digitalization, and networking, guiding students to explore current hot topics in marketing, such as "Global Marketing," "Online Marketing," "Entrepreneurship," "Marketing and Ethics," "Customer Value," "Teamwork," "Marketing Innovation," and "Cross-Departmental Connections." The book is divided into 7 parts with a total of 20 chapters, each chapter having a very clear structure. Starting with a short story warm-up at the beginning of each section, it moves through layered theoretical analysis, culminating in sections like "Responding to the Opening Story," "Applying What You've Learned," "Marketing and Entrepreneurship," and "Video Cases." Additionally, each part begins with a "Functional Crossroads and Connections" section, and concludes with columns such as "Marketing Mistakes," "Deep Thinking," "Marketing Plans," "Online Marketing Plan Activities," and "Solutions for Cross-Functional Collaboration," encouraging readers to think about practical marketing issues from a macro perspective. The book emphasizes guiding students to use modern learning, research, and practical methods to master the fundamental theories of marketing and to "immediately" apply their learning outcomes to real-world practice.