Marketing Principles - (Third Edition)

Author: Guo Guoqing
Publisher:
Publish Date: 2007-01-01
Features: Marketing is an applied discipline closely linked to marketing practice. The deepening of globalization, the widespread adoption of information technology, the penetration of the internet, and the changes in various marketing environment factors are continuously driving the development of corporate marketing practices. In terms of structure, this book is divided into 5 parts and 26 chapters, providing an in-depth and comprehensive elaboration on the basic principles, theories, and methods of marketing.
Part 1: Introduction. This section consists of 4 chapters, which introduce the emergence and development of marketing, the various schools that emerged in the history of marketing, and the borrowing and absorption of marketing from related disciplines. It discusses the emergence and evolution of six marketing philosophies and dedicates a separate section to an expansion and evolution of marketing organizations, as well as an analysis of new perspectives in marketing philosophy in the new era.
Part 2: Market Analysis and Target Marketing. This section includes 5 chapters. The first 2 chapters primarily discuss methods and techniques related to market analysis, covering the process of marketing research, the classification of marketing data, the composition of marketing information systems, and methods for measuring and forecasting market demand.
Chapter 3: Marketing Strategy. This is the most extensive section of the book, comprising 8 chapters. If target marketing is more about considering marketing issues from a strategic level, the natural follow-up is to think about marketing strategy at the strategy level. This part arranges the chapter structure from the perspective of the 4P marketing mix, and this book is no exception. Among the 4Ps, the study of the product (product) is the most rich and in-depth. Therefore, the first 4 chapters of this section focus on "product," discussing product mix strategy, product life cycle, trademark management, brand management, new product development strategy, and related content and strategies for brand management.
Part 4: Marketing Management. This section consists of 5 chapters, primarily discussing issues related to the management and implementation of marketing strategies. Before implementing the various strategies discussed in Part 3, businesses first need to focus on competitor situations, analyze competitors, and think about competitive strategies. Subsequently, it elaborates on marketing planning, marketing organization, marketing execution, and marketing control.
Part 5: New Developments in Marketing. This section includes 4 chapters, introducing the latest dynamics and developments in marketing, as well as the application of basic marketing principles in new fields.