Marketing

Author: Cao Chengxi, Editor-in-Chief
Publisher:
Publish Date: 2004-01-01
Features: This book has the following characteristics:
1. The essentiality and up-to-dateness of theory. This book condenses the theoretical knowledge and basic strategies of marketing into 15 chapters, primarily elaborating on the fundamental principles and basic knowledge of marketing, discarding some tedious and outdated content, making the principles of marketing more concise, guiding, and systematic. The book also dedicates significant space to introducing new theories and perspectives in marketing in recent years, giving it a new image in the early 21st century.
2. The analytical and extensive nature of case studies. To compile this book, we collected and organized marketing case studies from many famous successful domestic and international enterprises, including several highly distinctive international companies. We summarized their various functional experiences and typical practices in establishing a market economy, making the cases not only highly extensive but also demonstrating their advanced nature and innovative marketing practices.
3. The originality and comprehensiveness of samples. This book includes various types of case studies. From the perspective of enterprise ownership, it covers state-owned enterprises, shareholding enterprises, joint ventures, rural enterprises, and private enterprises. From the perspective of enterprise size, it includes both super-large and large enterprises, as well as medium and small enterprises.