Modern Marketing Case Studies and Exercises

Author: Liu Zian, 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 always shallow; only by putting it into practice can one truly understand it." Only by experiencing and comprehending marketing principles through sensory understanding 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 generalize from specific examples, develop their ability to think from the particular to the general and from the concrete to the abstract, thereby enhancing their analytical and problem-solving skills.
The book includes comprehensive cases, descriptive cases, and problem-solving cases in marketing safety. The majority of the cases provided in this book are descriptive, primarily aimed at helping students understand the fundamental principles of marketing. The cases are generally arranged in the order of the content in Modern Marketing, with follow-up questions for reflection and discussion after each case. It is more effective if readers 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 domestic and international 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 waters" 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.