Marketing: Basic Principles and Classic Cases

Author: Qiu Bin
Publisher:
Publish Date: 2005-06-01
Features: This book covers most areas of marketing. The Basic Principles section focuses on the history of marketing, key concepts, and fundamental principles. The Basic Strategies section is the core of the book, primarily introducing the 4P strategy, which is a universal analytical framework in marketing. The Marketing Management section covers three crucial areas in marketing management: brand management, strategic management, and international management, and also predicts future trends in marketing. The book features a novel structure and strong readability. Each chapter consists of a marketing proverb, an introductory case, main text, analytical cases, and discussion questions to help readers delve deeper into the core issues of each chapter. The language style of the analytical cases is designed to be vivid, engaging, and highly readable. Additionally, the book includes classic and well-chosen cases. Special attention has been paid to the diversity, representativeness, classic nature, timeliness, and localization of the cases, as well as their relevance to Chinese enterprises. This book can be used as a textbook for undergraduate and graduate students in business and economics, as a reference for non-business students studying business and economics courses, and as a training manual for economic management departments and enterprises.