December 7, 2010, Professor Fu Guoqun, head of Marketing Department of Peking University Guanghua School of Management gave a lecture on "progress of the study of brand extension".
As a chief editor of "Marketing Science", Professor Fu started from the domestic situation in terms of marketing research, and then described his own attitude to the domestic scientific research. Second, Professor Fu explained what "brand extension" is. Finally, Professor Fu described the relationship and mutual impacts of brand and the extension of the brand-related products. Induction and analysis of related advanced study domestic and abroad were also given in detail. Professor Fu’s experience on literature review is of great help to the audience for future study and research.
