Category：Business / Management

Scientific Marketing 科学营销

By ZHENG Yuhuang

●The masterpiece of a Tsinghua doctoral supervisor based on over 20 years of teaching, research and practical career, thoroughly explaining the three-step process of scientific marketing, including the analysis of 69 domestic and international practical cases.

The book systematically organizes Philip Kotler’s scientific marketing system and simplifies it into three specific steps.Readers will establish a systematic understanding and practical framework of Kotler’s scientific marketing system though Zheng’s explanation. Additionally, this book provides in-depth
analysis of the success experiences or lessons learned from dozens of domestic and international companies such as Apple, Tesla,Facebook, Huawei, Alibaba, Xiaomi, and Meituan. It offers practical advice for individuals and businesses to establish a comprehensive understanding of marketing and improve competitiveness.

Author
ZHENG Yuhuang, Ph.D. in Marketing from Columbia University and currently serves as a doctoral supervisor in marketing at Tsinghua University. He is a judge for the Ram Charan Management Practice Award of Harvard Business Review. He has published dozens of papers in prestigious academic journals both domestically and internationally.