Marketing

Author: Li Huaibin
Publisher:
Publish Date: 2007-01-01
Features: This book is a supplementary teaching material for the Liaoning Province's series of excellent courses. The content is logically divided into six parts and fourteen chapters based on the various aspects of marketing. Part 1 and Part 2 provide an overview of the characteristics and tasks of marketing and marketing management, the marketing process and orientation, the goals of marketing, as well as marketing research and planning from a holistic and foundational perspective. Part 3 analyzes the marketing environment and market buyers from the perspective of reverse marketing, focusing on the market and customers in a hierarchical manner. Part 4 and Part 5 introduce specific marketing strategies and marketing mix strategies to adapt to the environment and compete for the market from a countermeasure perspective, based on a clear understanding of environmental and market requirements. Part 6 briefly describes the management practices for organizing and controlling the marketing process from a dynamic, full-process monitoring perspective. This book is suitable for teaching use by faculty and students of relevant majors in colleges and universities, as well as for reference by a wide range of enterprises and management personnel for self-study and improvement.