Introduction to Marketing in the 21st Century

Author: Pan Nai
Publisher:
Publish Date: 2004-03-01
Features: This book is one of the series textbooks of the School of International Business at Beijing Foreign Studies University. "Introduction to Marketing in the 21st Century" is the core course textbook for English (International Business), Business Administration, and International Economics and Trade majors. Based on the theory of "Marketing" by the renowned American professor and marketing scholar L.E. Pan Nai and D.L. Kurtz, and tailored to the characteristics of Chinese students and marketers, this textbook combines English teaching with the study of international business, forming a distinctive professional course. In current teaching practices, it has proven highly effective and has been well-received by both teachers and students.