Gold Marketing: Building First-Class Brands

Author: Li Dianhong
Publisher:
Publish Date: 2004-01-01
Features: To help a wide range of business managers flexibly master and creatively apply marketing strategies and techniques, we have compiled this book, "Marketing," based on extensive research and drawing from the latest findings in marketing from both domestic and international sources. The book analyzes the new environment faced by marketing in the 21st century from multiple perspectives and looks ahead to the emerging trends in marketing in China. It focuses on the macro and micro environments that should be considered in marketing decisions, introducing various successful marketing strategies, such as integrated marketing, direct marketing, cultural marketing, green marketing, CS marketing, participatory marketing, and emotional marketing, among the latest trends in marketing. The book also highlights how to showcase corporate image and product personality through brand naming, brand design, brand positioning, and brand extension; how to promote corporate and product image through advertising planning, advertising innovation, and advertising design; how to compete for customers and capture market share through pricing strategies and techniques; and how to win over and retain customers through high-quality service. By doing so, the book aims to help businesses excel in marketing, grow stronger, and expand their influence.