Analysis of Marketing Cases of Famous International Companies

Author: Guo Keshua, Editor-in-Chief
Publisher:
Publish Date: 2002-04-01
Features: This book primarily consists of five parts, comprising five chapters: Chapter "IT Companies"; Chapter 2 "Automotive and Home Appliance Companies"; Chapter 3 "Cosmetics and Pharmaceutical Companies"; Chapter 4 "Food and Retail Companies"; Chapter 5 "Film and Apparel Companies." One of the main features of this book is its departure from traditional marketing case writing methods. Each case includes three sections: "Company Background," "Case Retrospection," and "Case Analysis," enabling readers to gain a systematic understanding and grasp of a company's marketing background, strategies, and activities. The initiative to understand, learn, and reflect on a marketing case lies with the readers, so the "Case Analysis" serves only as a starting point for discussion.