Essentials of Marketing

Author: Zhang Hongxia
Publisher:
Publish Date: 2002-01-01
Features: The focus of this book is on marketing strategy planning. It introduces important concepts of marketing management and helps students view marketing from the perspective of a marketing manager. The organization of chapters and discussion topics are carefully arranged. We have painstakingly written it so that these chapters can be arranged and used in different orders to meet various needs. All topics and chapters can be divided into two main parts. The first seven chapters form the first part, introducing marketing and presenting broader views on the marketing strategy planning process. The content covers market segmentation, marketing environment, consumer behavior, and how marketing information systems and research provide information to assist in optimizing marketing decisions. The second part of the book elaborates in detail on how to plan AP, focusing on key strategic decisions in each area. Then, we conclude with a comprehensive review and an evaluation of marketing opportunities and challenges.