Marketing Manager (Third Revision)

Author: Compilation Team of the Latest Core Curriculum for MBA
Publisher:
Publish Date: 2002-01-01
Features: The distinctive features of this book are:
(1) Emphasizing practical skills over theory and formulas. The significant difference between an MBA and other graduate degrees lies in its practicality, applicability, and hands-on nature. It aims to cultivate middle-to-high-level business managers who can apply knowledge in real-world scenarios, value practicality, and genuinely lead enterprises or other organizations in the business and economic fields. Adhering to this spirit, the book avoids extensive theoretical discussions and complex formulas, instead dedicating ample space to case studies and practical techniques. It focuses on "real management" rather than "management studies." Based on analyzing case studies, it identifies universal patterns to derive concepts, principles, and solutions. Its goal is not to produce knowledge-based "management masters" but to foster "professional entrepreneurs." When explaining methods and theories, the book strives for precision and depth rather than comprehensiveness.
(2) Easy to understand and highly readable. To cater to readers with moderate education levels, the book avoids overly technical or difficult terminology. When selecting case studies, it prioritizes storytelling over technicality, using concise, simple yet representative examples instead of lengthy, complex, or obscure ones.
(3) Up-to-date content. The book incorporates numerous case studies and new management concepts from the past two years, offering readers a fresh perspective.