New Marketing Case Studies

Author: Wang Huiyan
Publisher:
Publish Date: 2004-10-01
Features: This book is a supplementary teaching material for higher vocational and technical college majors in economics and management. It includes classic cases from renowned foreign companies as well as cases of success and failure from China in recent years. The book features both teaching cases and classroom discussion and reflection cases. The entire book strives to highlight its unique characteristics in four aspects. (1) Typicality: The selected cases are representative in their respective industries, generally reflecting the development trends of the industry. (2) Applicability: All cases are derived from real-world practice, with authentic backgrounds and rich data. They are written in an easy-to-understand manner, making them convenient for both teaching and learning. (3) Systematicity: The cases are collected and organized based on the theoretical framework of marketing, meeting the needs of teaching and various market participants. (4) Timeliness: The selected cases are carefully chosen recent events, embodying a sense of the times and offering insightful summaries of both successful and unsuccessful experiences.