International Marketing Cases. 6th Edition

Author: Jane, translated by Song Xiaodan et al.
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Features: This book is a classic case collection covering multiple different industries and various countries and regions around the world. As a case collection, it does not dwell on marketing theories but focuses on the development of enterprises. It includes content such as market expansion, product positioning, market strategy, market research, reform of corporate management structures, diversification, and more. It features both internationally renowned multinational companies like IKEA, Colgate, Nestlé, and Gillette, as well as influential U.S. domestic enterprises. This book can serve as a case textbook for university students majoring in marketing and related fields, a supplementary reading for marketing theory textbooks, or a training manual for marketing in corporate and institutional settings.