Marketing

Author: Chen Xiuzhi, Editor-in-Chief
Publisher:
Publish Date: 2007-01-01
Features: This book is one of the series textbooks for marketing majors in higher vocational and technical colleges in China in the 21st century. The writing of this book adapts to the current development trends of marketing and is closely integrated with corporate marketing practices. It takes the basic principles of marketing as the main thread and organizes the content system of the textbook from an applied perspective. The content focuses on the introduction and analysis of practical operations or processes, highlighting the cultivation of professional skills. To facilitate student learning and teacher organization of classroom teaching and practical activities, each chapter is equipped with modules such as "Learning Objectives," "Key Terms," and "Case Introduction" at the beginning, matched "Stage Cases" at the end of each section, and concludes with "Case Discussion and Analysis," "Chapter Summary," "Reflection and Exercises," and "Practical Training Projects." The book is divided into twelve chapters, covering main content such as: an overview of marketing, marketing concepts and marketing innovation, marketing strategy planning, marketing research and forecasting, marketing environment analysis, market buying behavior analysis, market competition strategy, target market selection, product strategy, pricing strategy, distribution strategy, and promotion strategy. This book can serve as a textbook for marketing majors in higher vocational and technical colleges, as well as a teaching and reference material for related majors and professionals.