This introduction to marketing includes key marketing concepts, plus individual perceptions of the author's, in 26 chapters keyed to the letters of the alphabet, from advertising, agencies and analysis via grey markets, the J-curve, network and relationship marketing to value and velocity.
Marketing has become a core discipline for business and an essential skill for any manager. This book is a practical marketing primer, using the "marketing in a weekend" principle.
The new edition of this highly successful textbook offers Western and non-Chinese business people a theoretical framework for the understanding of business practices, markets, negotiations, organizations, networks and the Chinese business context. Building on the strengths of the previous editions, it provides a guide to market entry, managing operations and marketing in this unique social and cultural environment. It offers a fresh look at the evolving marketplaces and their interactions with government and the army, and will continue to be the preferred text for international students of Chinese business and management studies and for practitioners with an eye on China.