New Marketing: Essential Knowledge for Modern Managers

Author: Xiao Guang et al.
Publisher:
Publish Date: 2004-02-01
Features: This book introduces many emerging marketing concepts, ideas, methods, and techniques in the field of marketing. These concepts have been widely advocated and used by Fortune 500 companies such as Intel and Nokia, as well as top Chinese enterprises like Haier, TCL, Galanz, and BusinessCom. Marketing directors, managers, and regional market supervisors of these companies regard them as the secrets and tools for winning in marketing planning. Blending international marketing trends with a strong foundation in China is the book's greatest feature. The book also includes numerous real-world case studies of successful enterprises that have effectively applied "new marketing" to inspire readers' marketing insights and ignite creative planning ideas. This enables companies to achieve high sales performance with low advertising costs. This book can be considered the best resource for Chinese marketing professionals to broaden their marketing perspectives and enhance their professionalism. It is also an ideal self-study guide for general managers and non-marketing executives to grasp marketing trends.