Marketing Science

Author: Lü Zhaohui, Editor-in-Chief
Publisher:
Publish Date: 2007-01-01
Features: In recent years, with the continuous enrichment of marketing practices, marketing theory has also been evolving. As vocational and technical college textbooks, they must adapt to this trend. This book is divided into twelve chapters. Chapter 1 focuses on elaborating the basic concepts of markets and marketing, the process, tasks, management philosophy, and new developments in marketing theory; Chapter 2 discusses the concept of the marketing environment, the framework for analyzing direct and indirect marketing environments, and marketing environment analysis; Chapter 3 explains the concepts and analytical methods of consumer market purchasing behavior and organizational market purchasing behavior; Chapter 4 covers marketing information systems, marketing research techniques, and market forecasting; Chapter 5 introduces the concept and process of marketing strategic planning; Chapter 6 focuses on introducing market segmentation, target market selection, and market positioning; Chapter 7–10 emphasize the analysis of product strategy, pricing strategy, distribution channel strategy, and promotion strategy; Chapter 11 focuses on elaborating the concepts and content of marketing planning, organization, and control; Chapter 12 introduces the characteristics, environment, key decisions, and organizational structure of international marketing. This book can serve as a textbook for management majors in vocational and technical colleges and can also be used as a reference for engineering professionals engaged in marketing-related fields. This book is divided into twelve chapters, focusing on elaborating the basic concepts of markets and marketing, the framework for analyzing direct and indirect marketing environments and marketing environment analysis, the concepts and content of marketing planning, organization, and control, and the characteristics of international marketing, among other topics.