Marketing Case Studies (Volume 2)

Author: Zeng Xiaoyang
Publisher:
Publish Date: 2005-07-01
Features: This book is a supplementary text for "Marketing," a core course textbook for economics and management in universities of the new century. The book selects 100 cases from both China and abroad. In terms of arrangement, it closely follows the content and chapter order of the original textbook. Through concise and vivid cases, it vividly describes the application of the principles and methods of marketing in practice. The language is simple, fluent, and engaging, yet highly beneficial. The editors of this case collection have carefully selected typical successful and failed marketing cases from enterprises at home and abroad, arranging them according to the theoretical system of "Marketing" edited by Professor Chao Gangling. The cases are brief and captivating, enabling students to quickly familiarize themselves with the background material and grasp the marketing philosophy embedded in the cases. Accompanied by flexible and diverse discussion questions, they aim to spark students' interest in marketing and cultivate their ability to analyze the marketing environment and formulate marketing strategies using marketing theories and methods.