Bosses all have problems: Real Estate Marketing Myths: "Bosses" all have problems

Author: Zeng Xianbin
Publisher:
Publish Date: 2003-11-01
Features: Professor Zeng Xianbin, a visiting scholar at Tsinghua University, is renowned in the real estate industry as the "Zeng Whirlwind." With over a decade of professional experience, having led or participated in hundreds of projects and interacted with thousands of real estate executives, this book delves into the pitfalls of real estate marketing and deciphers the challenges often overlooked—such as how to operate real estate in different cities, at different tiers, scales, and corporate structures. For industry leaders and professionals, this book is undoubtedly invaluable. From the perspectives of ideology, market research, design planning, pricing strategies, sales training, and other aspects of real estate marketing, it highlights the common yet often overlooked dilemmas and misconceptions that "leaders" may encounter. By focusing on the problems and challenges faced by these leaders, the book also explores potential solutions, drawing on real-life cases from the author's decade-long experience in real estate marketing. The unconventional structure, biased viewpoints, and cross-referenced examples may also contribute to the book's novelty. The book is divided into ten parts, with numerous examples thoroughly explaining the misconceptions in the real estate industry.