Marketing Case Study

Author: Xia Ying, Editor-in-Chief
Publisher:
Publish Date: 2004-02-01
Features: This book is a supplementary textbook for the vocational and technical college planning textbook "Marketing." It is compiled based on the actual situation of vocational and technical education in China and combined with the characteristics of the market economy. The book features concise narration and novel and unique case studies. It consists of 14 chapters, mainly including: Introduction, Marketing Environment, Market Research and Forecasting, Marketing Information Systems, Consumer Market and Organizational Market, Market Segmentation and Target Market, Product Strategy, Pricing Strategy, Distribution Strategy, Promotion Strategy, International Marketing, Internet Marketing, Marketing Planning, and Marketing Innovation. This book can be used as a textbook for various engineering majors in vocational and technical colleges, as a training textbook for working professionals, and as a self-study book for business and administrative management personnel.