Microsoft Marketing: Winning the World with "Softness"

Author: Peng Cheng
Publisher:
Publish Date: 2003-02-01
Features: This book provides a detailed exposition of how Microsoft innovates, cultivates competitive market advantages, and reshapes human work and lifestyles. It is part of the "Dominant Century Marketing Series," which includes titles such as "Disney Marketing: The Success Rule of Selling Happiness," "Citibank Marketing: The New Era of Bank Marketing," "Coca-Cola Marketing: Authorizing Production Strategies," "McDonald's Marketing: Winning Globally Through Franchising," "Mars Marketing: A Success Model of Relationship Marketing," "Nike Marketing: The Intermediary Brand Strategy," "Sony Marketing: Reshaping the Brand Image of 'Made in Japan'," "Microsoft Marketing: Winning the World with Software," and "Amazon Marketing: Challenging the Traditional Model of Online Marketing."
The names of Microsoft and Bill Gates are undoubtedly familiar to Chinese readers. However, this book offers a fresh interpretation of Microsoft from the perspective of marketing. At a time when hardware was widely believed to be the only profitable business, Microsoft was the first to recognize the opportunity in the software market, leveraging software to overcome hardware and grow into a major computer company. In reality, Microsoft is not only skilled in software development but also excels in marketing. For example, it successfully popularized the Microsoft Windows operating system on personal computers and expanded the software system to increasingly more industries. As a result, some media have described Microsoft as "an elephant charging toward its own rose garden." This book provides a detailed exploration of how Microsoft innovates, builds competitive market advantages, and reshapes human work and lifestyles. It is part of the "Dominant Century Marketing Series," which includes the titles mentioned above.