Modern Enterprise Marketing Innovation

Author: Yang Weimin
Publisher:
Publish Date: 2004-01-01
Features: This series of books has the following characteristics:
1. Relative systematicity. Based on the fundamental principles of marketing and the practical needs of marketing in China, the series discusses marketing strategies from four aspects: marketing planning, marketing innovation, industry marketing, and marketing channels. Each book elaborates on the basic principles in a logical structure, concisely and clearly.
2. Design innovation. The series explores from a three-dimensional perspective of theory, practice, and cases, integrating practical experience and optimized cases into the key principles of each chapter, aiming to become a modern marketing strategy that combines "principles + practice + cases." This overcomes the drawbacks of traditional marketing books, where theory, practice, and cases are separated.
3. Practicality of data sources. The series preliminarily summarizes some practical experiences in Chinese marketing in recent years, including key points, critical aspects to grasp, prevention of pitfalls, and actual operational methods, principles, and steps. It also studies a large number of personalized original cases in local Chinese marketing and provides insights based on practical application, making the series highly valuable for practical use.
4. Feasibility of operation. By integrating "principles + practice + cases" into each chapter, the series greatly facilitates practical application, allowing marketing professionals to refer to it anytime and anywhere, learning as they go. It enables them to cite authoritative sources to deepen understanding and avoid bias, while also grasping key points and drawing on experience. The series explains marketing principles in an accessible manner, summarizes recent practical marketing experiences in China, studies personalized original cases, and strives to integrate principles, practice, and cases into a simple and practical reference for corporate marketing and management personnel, university teachers and students, and others dedicated to the cause of Chinese marketing.
Marketing innovation is the source of business development and an effective method to break through the current sales bottlenecks faced by Chinese enterprises. This book is based on new marketing concepts, focusing on introducing various marketing methods such as integrated marketing, relationship marketing, conceptual marketing, brand marketing, sports marketing, cultural marketing, educational marketing, city marketing, service marketing, and online marketing. It elaborates on the principles and practical operational methods, along with examples.