Concise Marketing Science

Author: Dong Wei, Deng Shengliang
Publisher:
Publish Date: 1996-01-01
Features: We aim to introduce to the Chinese public a discipline born in the development of Western market economies: marketing. To achieve widespread dissemination, we have strived to use concise and accessible language in this book to express concepts that may still be unfamiliar and complex to the general audience. In other words, if we can convey the same idea using everyday language, we avoid technical terms; if we can explain the same principle through text, we avoid mathematical formulas; if we can articulate the same viewpoint in brief sentences, we discard lengthy discussions. While adhering to these writing principles, we have consistently maintained the academic rigor, systematic structure, strictness, and novelty of this book throughout the writing process. The book consists of 16 chapters, divided into four parts: Part I (Chapters 1 and 2) primarily discusses the concepts, principles, and functions of marketing; Part II (Chapters 3, 4, and 5) focuses on the methods, processes, and consumer behavior in market planning; Part III (Chapters 6 to 14) is the core of the book, providing a comprehensive and detailed exploration of marketing strategies and tactics; Part IV (Chapters 15 and 16) serves as an extension of marketing.