21st Century Marketing Management

Author: Kep
Publisher:
Publish Date: 2003-08-01
Features: This book discusses marketing management in response to the new trends of the 21st century. It elaborates on corporate marketing and the fundamentals of marketing strategies. It provides a forward-looking summary and introduction of the development trends and methods of marketing. The author has also specially added 10 case studies from Asian regions for the Chinese edition, making this book the first truly tailored marketing textbook for China. This book is specifically designed for Chinese readers. It includes 10 special case studies on Chinese marketing. The perfect combination of international advanced marketing theories and Chinese marketing practices. The authors are all renowned marketing professors from the United States, with years of experience in teaching and researching marketing, as well as providing consulting and training for famous companies worldwide. One of them is currently teaching at INSEAD China, while also offering marketing consulting to domestic enterprises.