Marketing

Author: Chen Yuan
Publisher:
Publish Date: 2004-04-01
Features: The purpose established in this book is to cater to the characteristics of college students in China. Through the study and exposure to a large number of vivid business case studies, students are encouraged to intuitively understand and deeply grasp the principles and essence of modern marketing, master the theoretical knowledge of modern marketing systems, and cultivate and inspire their creative thinking. It aims to enhance their ability to seize opportunities and expand their competitive thinking in the market after entering society. We have meticulously designed the structure of this book. At the beginning of each chapter, readers can clearly grasp the main points of the chapter through concise and lucid "Chapter Objectives" and "Chapter Content." The "Guiding Cases" before each section are vivid and engaging, introducing the theoretical content of the book. Before the end of each chapter, the "Chapter Case Reflections" provide a major case study related to the main content of the chapter, along with reflection questions for students to practice. At the end of each chapter, there are "Chapter Discussion Questions" and "Chapter Summaries" to help students systematically summarize, reflect, and self-assess.