Marketing Case Studies

Author: Chen Xinkang
Publisher:
Publish Date: 2003-08-01
Features: Marketing, which originated in the United States, has been introduced to China since the late 1970s and has gone through more than 20 years of development. In this process, marketing has gradually shifted from pure theoretical research in universities to a combination of practice with enterprises and even the entire society. Marketing is originally a product of practice, and this is very clear from its development process. Some theories and concepts in marketing are themselves derived from the summary and enhancement of practical experience in enterprises. The teaching of marketing usually requires the support of cases. Through the analysis and discussion of cases, it helps students fully understand and master marketing theories, while also improving their analytical and application skills. This case collection is compiled to accompany marketing textbooks, providing materials for analysis and discussion in learning marketing, as well as helping to expand students' thinking.