New Practical Marketing Theory, Methods, and Practice

Author: Li Yan'e
Publisher:
Publish Date: 2005-09-06
Features: This textbook follows the above talent development goals and strives to create the following features: , highlighting the main body of marketing activities and focusing on marketing personnel as the core, interpreting the entire process of enterprise marketing from the perspective of marketing personnel. Second, adhering to the principle of linking theory with practice, it aims to address the misconception that marketing courses in universities often overemphasize theory, leading to poor practical skills, high grades but low competence, and an inability to quickly adapt to social and job requirements. Third, it emphasizes practicality, cultivating students' practical skills and problem-solving abilities. Each chapter is equipped with numerous innovative practical case analyses and exercises, with in-depth yet accessible theoretical explanations, rich charts, and visually appealing graphics. Fourth, it captures the current economic development status of China, macro environment, sociocultural factors, and other "distinctive" elements, striving to be more suitable for the Chinese context, Chinese enterprises, and more uniquely Chinese. Fifth, it innovatively explores from multiple aspects such as the main perspective, knowledge system, structural content, Chinese characteristics, and case analyses, aiming to provide readers with a fresh and novel experience.