International Marketing Cases (6th Edition)

Author: Jean, written by Jean, translated by Song Xiaodan and others
Publisher:
Publish Date: 2006-12-01
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 elaborate 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 structure, diversified operations, and more. It features both internationally renowned multinational companies like IKEA, Colgate-Palmolive, 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.