Modern Marketing Case Studies and Exercises

Author: Liu Zi'an, Editor-in-Chief
Publisher:
Publish Date: 2002-11-01
Features: Case teaching is an effective method in business management education because it serves as a bridge connecting theory with practice. As the saying goes, "Knowledge gained from books is shallow; true understanding comes from doing." Only by experiencing and comprehending marketing principles through practice can one grasp their essence deeply. Through the study and discussion of specific business cases, students not only gain insights into real-world business practices and broaden their horizons but, more importantly, they learn to apply knowledge to different situations, develop their ability to think from the particular to the general and from the concrete to the abstract, and thereby enhance their analytical and problem-solving skills. The book includes comprehensive cases, descriptive cases, and problem-solving cases in marketing safety. Most of the cases provided in this book are descriptive, primarily aimed at helping students understand the basic principles of marketing. The cases are generally arranged in the order of the content of Modern Marketing, and each case is followed by questions for reflection and discussion. It is more effective for readers to think about and discuss these questions after reading the cases. Most of the cases or materials in this book are sourced from newspapers, magazines, and relevant Chinese and foreign management and marketing publications, with some being processed and organized. I have indicated the sources of each case and introduced their characteristics after them. These cases are living textbooks for learning business management, and I recommend them to my students in teaching and training, requiring MBA students to study them thoroughly. Many students have reflected that they have benefited greatly from regularly reading and watching the "living water" of business practices provided by these media and publications. Some cases are gradually accumulated during my teaching process and their original sources cannot be traced. I apologize for this.