构建体现高职教育特色的国家级规划教材——《市场营销》的编写原则与特色

Build national-class programming teaching materials with special features of polytechnic education——The principle and special features of Marketing

高职高专类国家"十五规划"教材《市场营销》的编写体现了系统性、实践性、案例教学、通俗性和本土性的原则,在内容选择、结构分布、形式表达等方面采用"以就业为导向、以能力为本位"的教材编写新模式,并取得了很好的实践效果。

Compiling ＂the tenth-five program＂ teaching material Marketing for polytechnic has reflected the principle of the system, practice, case teaching, popularity and native culture. As to the choice of contents, the distribution of structure, the form expression etc. , ＂taking the employment as the guidance and the ability as the standard＂ is adopted in the new mode of compiling the teaching material. And the practical effects have been achieved.