Marketing Classic Cases

Author: Zhu Li
Publisher:
Publish Date: 2004-02-01
Features: Compared to similar casebooks, Marketing Classic Cases has two prominent features: First, it employs a comparative approach by analyzing the marketing strategies of two or more competitors to explain the case process. This not only trains students' ability to solve specific problems but also enhances their analytical skills for the entire industry. Second, it provides supplementary materials related to the main case from different perspectives, enabling students to strengthen their ability to identify key issues and improve their problem-solving skills from multiple viewpoints after gaining rich background information.