Marketing and Production Decisions -- Classic Business Decisions from Cambridge

Author: [British] Tim Wood, edited by, translated by Zhou Jian et al
Publisher:
Publish Date: 2004-01-01
Features: A classic textbook from the University of Cambridge in the UK, written by experienced professors. It has been revised multiple times, continuously improving and remaining popular. It is committed to guiding decision-making practices, being concise, targeted, and to the point. The content and exercise design are flexible and open, encouraging reader participation and inspiring independent thinking. Numerous vivid cases from various industries and fields cover different themes, providing rich and insightful analysis. Marketing and production are two inseparable aspects of any business operation. Marketing serves as the link between consumers and businesses, while production technology and costs also affect product value. Therefore, businesses should regard the integration of the two as the core of their operations, market-oriented, first identifying consumer needs and producing them, and then selling products or services. This book combines the theoretical knowledge from three books in the "Cambridge Business Decision Classics" series—Organizational Management Decisions, Quantitative Decision Analysis, and Finance and Accounting Decisions—and applies it to the fields of marketing and production. The book presents clear viewpoints, logical design, and combines practical with virtual materials to explain each chapter's concepts. It uses various classic cases to create real-world scenarios, provides analysis questions, and offers opportunities to apply theories. The book is divided into two parts: the second part introduces the themes of each chapter in the first part, clarifies learning objectives, and provides answers to the exercises and case analyses in the first part. This book can serve as a learning textbook for economics and business majors and also provide effective assistance for professionals working in business.