Principles of Modern Marketing

Author: Wu Qingsong
Publisher:
Publish Date: 2003-10-01
Features: This book introduces important theories of international marketing while providing a detailed analysis of the business environments and practical marketing operations in major regions. It is supplemented with extensive data and case studies, along with corresponding exercises. Written by the author, who combines years of teaching experience and rich corporate consulting expertise, this modern marketing textbook is divided into five parts (twenty-one chapters), covering marketing strategy planning frameworks, marketing functional systems, industry marketing special topics, forward-looking marketing special topics, and marketing management systems. It not only elaborates on the relevant theories and fundamental principles of marketing but also introduces practical marketing operations. From a global perspective and incorporating the trends of internet and technological development, the book explains the methods and practices of international marketing, online marketing, green marketing, service marketing, and high-tech product marketing. With an integrated marketing communication framework, it thoroughly analyzes the effective formulation and application of advertising and promotional strategies. Through the development of relationship marketing, it delves into the characteristics of "direct selling" and personal selling in the information age. While introducing the essence of international marketing, the book provides a detailed analysis of the business environments and practical marketing operations in major global regions, making it distinctive in its features. It is accompanied by abundant data and case studies, and the exercises at the end of each chapter help readers assess their learning outcomes. This book is suitable as a textbook for students of various business management disciplines, corporate management personnel, and government functional staff for learning and training purposes. It is also an invaluable read for general readers interested in marketing management.