Marketing Volume: Basic Theories and Case Studies (New Century New Concept Economic Management Series Textbooks)

Author: Hui Bixian Wang Junqi
Publisher:
Publish Date: 2004-03-17
Features: In a certain sense, the concept of marketing is very broad. The subject of marketing can be a country, region, enterprise, organization, or even an individual, and the field of marketing can involve every corner of the earth. The means of marketing are diverse, and the results are often remarkable. The concept of marketing discussed in this book is understood according to the definition of marketing provided by Philip Kotler, a professor at the University of Northwestern, which is that marketing is a social process and management process through which individuals and groups create and exchange products and values with others to satisfy needs and desires.