Marketing Theory and Practice

Author: Lian Yi
Publisher:
Publish Date: 2007-01-01
Features: This book comprehensively introduces the basic theories and case studies of marketing. It focuses on cultivating learners' ability to solve practical marketing problems and strives to transform knowledge into skills. Marketing starts and ends with the market, while also occupying the core position within the market. Each chapter begins with an introductory case study, followed by case analysis and discussion questions. The book employs numerous charts and tables to elaborate on the content, theories, and practices of marketing, aiming to describe them concisely, succinctly, and accurately, thereby broadening learners' perspectives. The book is divided into 15 chapters and 2 appendices, including Introduction to Marketing, Strategic Planning and the Marketing Management Process, Marketing Environment Analysis, Consumer Behavior Analysis, Market Research and Forecasting, Competitive Marketing Strategies, Target Marketing Strategies, Product Strategies, Brand and Packaging Strategies, Pricing Strategies, Distribution Channel Strategies, Promotion Strategies, Marketing Action Management, Marketing Planning, and the Development of Marketing. The appendices feature practical marketing case studies. This book serves as a teaching material for applied undergraduate students in business management majors in higher education institutions, as well as for vocational and technical college students and those in related fields. It is also suitable for training marketing professionals in enterprises. This book comprehensively introduces the basic theories and case studies of marketing. It focuses on cultivating learners' ability to solve practical marketing problems and strives to transform knowledge into skills. Marketing starts and ends with the market, while also occupying the core position within the market. Each chapter begins with an introductory case study, followed by case analysis and discussion questions. The book employs numerous charts and tables to elaborate on the content, theories, and practices of marketing, aiming to describe them concisely, succinctly, and accurately, thereby broadening learners' perspectives. The book is divided into 15 chapters and 2 appendices, including Introduction to Marketing, Strategic Planning and the Marketing Management Process, Marketing Environment Analysis, Consumer Behavior Analysis, Market Research and Forecasting, Competitive Marketing Strategies, Target Marketing Strategies, Product Strategies, Brand and Packaging Strategies, Pricing Strategies, Distribution Channel Strategies, Promotion Strategies, Marketing Action Management, Marketing Planning, and the Development of Marketing. The appendices feature practical marketing case studies. This book serves as a teaching material for applied undergraduate students in business management majors in higher education institutions, as well as for vocational and technical college students and those in related fields. It is also suitable for training marketing professionals in enterprises.