Marketing Theory and Practice

Author: Li Haiqiong
Publisher:
Publish Date: 2007-01-01
Features: This book establishes its curriculum system according to the requirements of the Ministry of Education for higher vocational and technical education talent cultivation. The content of the course has been integrated and reorganized, forming five modules: the Marketing Principles Module (Chapter 1); the Market Analysis Module (Chapters 2-5); the Target Marketing Module (Chapters 6 and 11); the 4PS Planning and Execution Module (Chapters 7-10); and the Marketing Control and Management Module (Chapter 12). The textbook emphasizes the development of marketing practices, and its accompanying practical training textbook, Marketing Practice Tutorial, was ranked as a national-level planning textbook for general higher education in the "11th Five-Year Plan" in 2006. This book can serve as a teaching material for economic and management majors in higher vocational and technical colleges, as well as for economic and management cadres and other personnel to study and reference.