Marketing

This book is a unified textbook for higher vocational and higher education in the 21st century. The book is divided into four parts with 13 chapters in total, including: marketing related concepts, marketing environment, consumer purchasing behavior, market demand measurement and forecasting, target market strategy, product strategy, product price strategy, channel strategy, promotion strategy, logistics strategy, international marketing, online marketing and green marketing, etc. The content of the teaching materials is application-oriented, and the selection of the content fully considers the combination of the teaching characteristics of the course and the practical application, with an emphasis on traditional marketing theories. This book can be used as a general textbook for ordinary full-time undergraduate colleges and vocational colleges, and can also be used for self-study and training of economic management professionals.