Marketing Science (Second Edition)

Author: Yang Hui Wu Zhijun
Publisher:
Publish Date: 2001-04-01
Features: The features of this book are:
(1) Large amount of information
(2) Strong sense of the times
(3) Practical and readable
This book is a course with strong applied and practical characteristics. It further shortens the distance between theory and practice by showcasing many typical domestic and foreign cases. First, at the beginning of each chapter, there is a concise example to guide readers to read the content of each chapter from an applied perspective. Second, in the middle of each chapter, a series of real-world cases are listed in combination with the introduced content to deepen readers' understanding of the learned knowledge and their ability to apply it. Finally, at the end of each part, a comprehensive case is designed. By completing the case analysis, readers can achieve the goal of integrating knowledge from various chapters and improving their ability to combine theory with practice.
This textbook is primarily written for undergraduate students of economics and management majors, and is also suitable as a teaching reference for Master of Business Administration (MBA) and Master of Economics and Management students. Due to the large amount of information, rich cases, and strong sense of the times in this book, it is also a practical reference book suitable for a wide range of management theorists and practitioners.