Strategic marketing

Author: Xiao Li
Publisher:
Publish Date: 2003-09-01
Features: This book is primarily designated as the sole textbook for the Business Qualification Training of Marketing Directors and the Business Training of Marketing Managers in the Chinese market. It is also suitable for undergraduate and graduate students, MBA students, and learners in related management disciplines from universities and colleges. Currently, China has 60 million marketing professionals, of whom approximately 600,000 are Marketing Directors and Sales Managers. With the development of China's socialist market economy, enterprises require an increasing number of high-quality marketing talents. This book explains the concept, theory, basic framework, and common issues of market-oriented strategic marketing. It also presents the fundamental content of strategic marketing in a "three-stage" framework: Research on Target Customers and Market Positioning – Research on Marketing Strategy Mix – Implementation Research. The Research on Target Customers and Market Positioning includes: Market Opportunity Analysis, Market Segmentation and Positioning, and Relationship Strategies. The Research on Marketing Strategy Mix includes: New Product Development Strategy, Product and Brand Management, Pricing Strategy, and Promotion Communication Strategy. The Implementation Research includes: Design of Market-Driven Organizations, Planning of Marketing Strategies, Control, and Evaluation. This book enables readers to clearly understand what strategic marketing is, its research objects and scope, its methods and framework, as well as its significant role and impact on corporate decision-making.