Marketing Classic Cases and Interpretations

Author: Hu Dehua
Publisher:
Publish Date: 2005-08-01
Features: This book presents carefully selected classic marketing cases from both domestic and international sources, covering topics such as market penetration, market expansion, brand cultivation, sales promotion, innovative advertising, winning through innovation, cultural marketing, celebrity marketing, relationship marketing, and crisis public relations. It includes both successful and unsuccessful cases. During the compilation process, the author emphasizes the authenticity and practicality of the cases while striving to make them easy to read and understand, providing inspiration and references for readers. This book can serve as supplementary teaching material for marketing majors in vocational and technical colleges, as well as training materials or self-study guides for marketing and management personnel in enterprises.