Marketing Management and Strategy Cases (Asia-Pacific Edition)

Author: (USA) Quelch et al.; Yang Jianhua
Publisher:
Publish Date: 2000-06-01
Features: Marketing is a highly applied discipline that originates from practice and, in turn, guides practice. Therefore, studying marketing cannot be separated from the marketing practices of enterprises. However, unfortunately, many marketing books published in China's marketing academia are primarily theoretical in nature, while books on marketing cases are relatively scarce. Among these few case books, there are two types: one is experience-based, which, strictly speaking, cannot be considered standard cases; the other is a collection of techniques, often discussing one issue at a time. Although they can be considered cases, they are neither complete nor standardized.