Market Research: Designated Textbook for the Professional Training of Chinese Marketing Directors

Author: Dai Yi
Publisher:
Publish Date: 2004-10-01
Features: Since this is a set of vocational training materials, the overall structure is fully considered in light of the students' actual situations, de-emphasizing theory and strengthening practice. It strives to express the relevant framework of marketing knowledge in plain language. Each course in this set consists of several parts, such as knowledge summary, viewpoint elaboration, comprehensive case analysis, and self-assessment. This book is titled Market Research. It is an advanced vocational training material for marketing management personnel that not only organically aligns with the current marketing practices in China but also reflects the new knowledge and intelligence in the field of marketing. The book is based on the three core courses internationally recognized as Marketing Management, Market Research, and Consumer Behavior, and extends to three cutting-edge courses: Strategic Marketing, Brand Marketing, and Marketing Channels. It lays a solid foundation to meet the strong demand of enterprises for high-quality marketing talents and improve the professional skills and comprehensive qualities of marketing management personnel. Since this is a set of vocational training materials, the overall structure is fully considered in light of the students' actual situations, de-emphasizing theory and strengthening practice. It strives to express the relevant framework of marketing knowledge in plain language. Each course in this set consists of several parts, such as knowledge summary, viewpoint elaboration, comprehensive case analysis, and self-assessment. This book is titled Market Research.