Marketing Management

Author: Jin Yongsheng, Editor-in-Chief
Publisher:
Publish Date: 2003-09-01
Features: This book provides a comprehensive introduction to the origins and development of marketing management, discusses the evolution of the marketing concept, corporate marketing planning and the marketing management process, market and marketing environment analysis, marketing research methods, techniques, and process control, consumer buying behavior and decision-making processes, market competition strategies, market segmentation and target market selection, integrated marketing communication strategies, product mix and product strategies, brand positioning, management, and brand strategies, the basic procedures, strategies, and techniques of pricing, the functions, types, and management of distribution channels, the marketing functions of logistics, inventory control, and logistics strategies, promotional mix and advertising effectiveness measurement, marketing planning, organization, and control, the characteristics, classification, and steps of marketing plans, as well as online marketing and its strategies. The book progresses systematically in content selection and logical organization, striving to maintain a relative completeness in the development of theoretical concepts and the description of operational skills, aiming to meet the requirements of the forward-looking nature of marketing knowledge, the universality of methodological skills, and the practicality of case materials. Each chapter is accompanied by introductory examples, case analyses, and discussion questions. This book can serve as a textbook for economics and management majors in ordinary universities and colleges, as well as a reference for relevant researchers and corporate marketing managers.