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Marketing Management in China

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736 Seiten
26 Lesestunden

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This edition of Marketing Management in China adapts the influential work of Philip Kotler and Kevin Lane Keller for the Chinese context, guided by Professor Lu Tai Hong of Zhongshan University. Tailored for the world's fastest-growing economy, it serves as an essential resource for Chinese marketing students. Finding relevant, quality cases in the Chinese market can be difficult for instructors, but this adaptation includes well-researched, contemporary cases that span both international companies in China and Chinese firms expanding abroad. The framework of Kotler/Keller's Marketing Management has been restructured to align with the typical marketing curriculum in China, while the text has been made more concise to cater to local reading preferences without sacrificing depth. A simpler language style enhances comprehension for non-native English speakers, allowing students to improve their language skills alongside their marketing knowledge. New features include a robust selection of current Chinese cases, a restructured text suited for shorter course durations, and vibrant presentations that facilitate understanding. This edition not only enriches students' marketing expertise but also supports their English language development.