Introduction to Marketing can meet the undoubted needs of all these marketing beginners. The content of this book is complete, covering all the important issues that marketers and consumers need to know, but the moderate length can still let beginners try to read the whole book in a limited semester. The important principles and concepts expounded in Introduction to Marketing are supported by the research and demonstration of economics, behavioral science and modern management theory. However, it adopts the way of combining marketing with management and practice. Concepts are embodied in numerous examples, in which well-known and less well-known companies identify and solve their marketing problems. The English version of this book is recommended by the National MBA Teaching Steering Committee as the first choice for marketing courses. Philip kotler, who has the reputation of "the father of modern marketing", has written a lot, and he himself has a special liking for this book. The Chinese version of the marketing course adapted from this book is very popular with readers. Eliminate the over-beautified content, omit the tedious details of the textbook, and temper the translation for the third time, aiming to present you with a simple, fluent, professional, well-structured and authoritative marketing popular reader. Marketing is the optimization and refinement of marketing theory. The book is novel in style, concise in content and rich in cases. It organically interweaves the latest developments in business and academic circles in recent years into all parts of the content, thus building a relatively novel and substantial content system based on a relatively mature marketing framework, with a strong sense of the times, which can better inspire students' thinking, stimulate students' interest in learning, and facilitate students to master and apply the basic theories and methods of marketing. The book is divided into 12 chapters, and its main contents include: understanding the world of marketing; Pay attention to the marketing environment and capture the business opportunities of enterprises; Analyze customer demand and purchase behavior; Market research provides the basis for decision-making; Market segmentation and target marketing: competitive analysis and enterprise countermeasures: products-the cornerstone of enterprise marketing: pricing-related to enterprise profits; Distribution-the bridgehead to occupy the market: promotion-the link to communicate with consumers; Network marketing; Service marketing. In order to facilitate learning, each section is equipped with guided cases, and each chapter is followed by a summary, review questions, training questions and case analysis. This book closely combines marketing theory with enterprise practice, which is simple, clear and focused. It is suitable for the learning needs of students majoring in higher vocational colleges and adult colleges, and can also be used for reference by enterprise managers and enterprise marketers. Introduction to Marketing Planning (Second Edition): Marketing Planning is a specialized course for business administration, marketing, industrial economy and other majors in higher financial institutions, and can also be used as an elective course for economics, management, cultural communication, law and other related majors, with a wide range of applications. According to the national demand for innovative talents, the teaching purpose of this textbook is to cultivate compound professionals with good innovative thinking, strong market development ability, active thinking, rich theory, excellent marketing planning ability, market operation ability and marketing management ability. The specific expression is: 1. Through the systematic study and discussion of marketing and planning knowledge, students can fully grasp the most basic marketing thinking mode and the theory, creativity and methods of marketing thinking operation. 2. Through the analysis and research on the planning elements, principles and skills of enterprises in the fields of market planning, product planning, quality planning, image planning, brand planning, channel planning, promotion planning and profit planning under the condition of economic globalization, we will strive to shape a pragmatic, innovative and entrepreneurial new marketing manager. 3. By analyzing and discussing the planning mechanism, planning procedures, planning objectives, planning concepts and planning means of different product types, different market segments, different consumer demands, different competition modes and different profit strategies, students' thinking ability, innovation ability, competitiveness and management ability are comprehensively trained. 4. By combining theory with practice, combining history with reality, planning contact marketing, analyzing and excavating typical countries, industries, markets, enterprises, products and cases in the world, improving students' ability and quality of going to society, participating in economy, opening up markets and creating value. Considering that marketing planning is a creative, pioneering and applied course, this textbook pays special attention to two combinations, namely, the combination of knowledge and ability, and the combination of learning and creation. Adhere to "marketing" as the leading factor and "planning" as the main line, so that "marketing" has vitality and competitiveness because of "planning"; Let "planning" be persuasive and influential because of "marketing". The book "Marketing Planning-Methods and Practice" is divided into two parts: method chapter, including five chapters: overview of marketing planning, principles and methods of marketing planning, procedures and effect prediction of marketing planning, organization and management of marketing planning, and preparation of marketing planning book; Practice, including market research planning, marketing strategy planning, brand planning, corporate image planning, promotion planning, network marketing planning, supply chain relationship planning, customer satisfaction planning, experience marketing planning and so on. Each chapter contains import cases, classic cases or case analysis, and the text is interspersed with relevant links and reading materials. Each chapter has learning objectives at the beginning and practical experience at the end, which is convenient for readers to learn and master.