Marketing Laws and Cases

Author: Yin Denghai, Editor-in-Chief
Publisher:
Publishing Date: 2006-08-01
Features: This book comprehensively and systematically introduces the laws and regulations involved in the entire marketing process, from the formulation of marketing strategies, the procurement of raw materials, product sales, and the collection of payments. It focuses on how to regulate marketing activities to prevent fraud, deception, and violations, helping marketing personnel to conduct sales activities in a standardized manner and improve marketing quality. This book is suitable for students in higher vocational and technical colleges, secondary vocational schools, and related fields such as marketing, e-commerce, and logistics. It can also serve as a training textbook and self-study reference for marketing personnel in enterprises and institutions. The features of this book are:
1. Emphasizes the characteristics of higher vocational education. The introduction of basic theories and knowledge is application-oriented, with a focus on "necessary and sufficient" content, catering to the needs of cultivating abilities. It strengthens students' ability to analyze and solve problems, reflecting the purpose of textbook development in the 21st century.
2. Strong practicality. Based on a clear explanation of basic concepts and principles, it emphasizes the close integration of theory and practice, highlights case-based teaching, and carefully designs skill training as a separate chapter. It selects appropriately challenging examples, discussion questions, and chapter review questions to focus on cultivating students' ability to solve practical problems.
3. Advanced content. The book tracks the latest legislation and strictly adheres to it in its explanations. In terms of specific content, it strives to incorporate the latest marketing theories, marketing practices, and research findings in related disciplines in recent years, drawing on other similar textbooks.
4. High readability. The books a large number of cases, reading materials, and other materials. The language is simple and clear, aiming for easy-to-understand, lively, and engaging expressions to facilitate self-study and comprehension.