Marketing: 1001 Ways of Marketing Operations: 1001 Ways of Marketing Operations

Author: Wang Bicheng
Publisher:
Publish Date: 2004-02-01
Features: The book is divided into four parts and a total of 17 chapters. Part "Finding and Discovering Marketing Opportunities" is the starting stage of all marketing activities. Through market research and forecasting (introducing more than 60 methods), it explores target markets and customer groups by understanding consumer purchasing psychology. The second part "Determining Company Marketing Strategy" discusses four important strategies, namely positioning, new product development, product life cycle, and international marketing strategy. The third part "Selecting Marketing Programs" states that after formulating strategies, specific marketing tactics and programs are also necessary for effective marketing activities. The main content of the marketing program (marketing mix) includes product decision methods, service decision methods, pricing methods, distribution channel methods, and five tools for promotional combination communication. The final part focuses on explaining how to effectively control and execute the marketing plan.