Marketing

Author: Deng Rong
Publisher:
Publish Date: 2005-01-01
Features: Marketing is a new discipline that emerged with the development of the modern market economy. Since its inception, it has been highly regarded and valued by higher education institutions and the business management community worldwide. In the decades following World War II, the global market economy experienced unprecedented development, and the practice of corporate marketing underwent profound changes, making the content of marketing more enriched and the discipline system gradually mature. Today, marketing has developed into a complete discipline built on a foundation of multiple disciplines. The history of marketing's development in China spans only over twenty years. In the early days of reform and opening up, to improve the modern management level of leaders and cadres in large and medium-sized enterprises, the State Economic Commission, the State Commission for Science and Technology, and the State Education Commission, in cooperation with the U.S. government, established the Dalian Training Center for Industrial Science and Technology Management in August 1980. The training courses were offered by experts and professors from China and the United States. As a "window" for introducing management science from abroad, the Dalian Training Center first introduced "Marketing" to China and specifically offered training programs for science and technology management cadres and teachers in higher education institutions. From then on, marketing was incorporated into the curriculum of Chinese universities and began to spread widely. The book consists of 12 chapters, including topics such as an introduction to marketing, marketing environment analysis, market analysis, consumer behavior research, market research, and international marketing.