Marketing Science (Shanghai Jiao Tong University Business Administration Series Textbooks)

Author: Wang Fanghua, Editor-in-Chief
Publisher:
Publish Date: 2003-12-01
Features: This book constructs a comprehensive and systematic marketing theory system from an international perspective. It emphasizes the combination of theory and practice, making it an excellent introductory marketing textbook for undergraduates, graduates, and especially MBA students. This manuscript is part of the "Series of Business Administration Textbooks by Shanghai Jiao Tong University." The textbook systematically introduces the basic discipline system, principles, and methods of marketing. It covers concepts such as marketing concepts, marketing environment, market research, market segmentation, market positioning, marketing strategies, marketing management, and control, following the lines of planning, organizing, leading, and controlling in management. While incorporating existing international achievements, it also combines domestic teaching practices. In terms of structural arrangement, content selection, and the integration of theory and practice, it exhibits distinct Chinese characteristics, making it an outstanding introductory marketing textbook.