Marketing (Thirteenth Five-Year Plan Textbook)

This book is oriented to the specific work process of marketing and divides the content into ten items: understanding marketing, marketing environment analysis, marketing research, consumer purchasing behavior analysis, target marketing strategy, product strategy, pricing strategy, distribution channel strategy, promotion strategy and new marketing hot spots in the digital economy era. The professional statements of each project fully reflect the characteristics of institutions of higher learning and the needs for teaching reform. Systematicity and practicality are its basic characteristics. In order to increase readers' practical experience and adhere to the principle of applying what they have learned, a new teaching material model integrating "teaching, research and practice" is adopted, which fully reflects the requirements of business skills training for marketing professional positions. This book is suitable for higher vocational students as well as undergraduate students of related majors.