International Marketing Cases - (6th Edition)

Author: Jean
Publisher:
Publish Date: 2006-12-01
Features: This book is a classic collection of case studies covering multiple different industries and various countries and regions around the world. As a collection of case studies, it does not dwell on marketing theories but focuses on the development history 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 study 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.