Integrated Marketing Practice: New Strategies for Modern Corporate Marketing and Classic Case Studies

Author: Deng Jianhua
Publisher:
Publish Date: 2003-03-01
Features: This book is titled "Modern Enterprise Marketing," with the new trends in marketing as its thread. It takes the advanced marketing theories of renowned experts from developed Western countries and the marketing practices of large modern enterprises in China as examples. From various aspects such as integrated marketing, integrated marketing communication, brand building, sales channels, terminal construction, retail management, new marketing models, marketing strategies, direct marketing, market promotion, industrial and commercial alliances, service brands, powerful marketing strategies, and international marketing, it comprehensively elucidates and discusses the advanced theories and marketing practices of modern enterprise marketing from both practical and strategic perspectives. The cases cited in the book are mostly the author's personal experiences or hands-on planning from the companies where they worked, making it highly readable.