课程简介

This course is an introduction to marketing: the study or practice of providing goods or services that satisfy human desires. To illustrate and discuss marketing concepts, we will read articles from scientific journals, chapters from marketing textbooks, newspaper clippings, and selections from popular literature. We will also use case studies to illustrate marketing principles and to apply marketing concepts to the real world. These case studies will involve a wide variety of products, including flowers, computer software, power tools, watches, and even contact lenses for chickens (seriously).

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