Renowned Enterprise Marketing and Advertising Classic Practical Cases (Vol. 1-4)

Author: Not Available
Publisher: China Zhi Gong Publishing House
Publishing Date: Not Available
Features:
- Leading Industry Awareness: The selected companies must be in a leading position in their respective industries.
- Originality Awareness: The marketing strategies and advertising texts of the selected companies must be the newly disclosed original archives of the companies.
- Localization Awareness: Particularly reveals the marketing strategies and practical techniques of global giants and Chinese rising stars in their expansion within China.
- Classic Awareness: All selected texts are winning strategies of major companies in China in leveraging localization advantages anding domestic markets.
- Comparative Awareness: The selected cases must showcase unique and creative successful marketing or advertising practices, as well as typical mirrors of failures.
- Comprehensiveness Awareness: Classifies the selected companies into 18 industries, reflecting the entire context of marketing and advertising in the 1980s and 1990s across various sectors.
- Authority Awareness: Compiles the marketing journeys of global giants like Walmart and Coca-Cola from sheep to tigers by international marketing masters and advertising experts, with unique expert comments.
- Parallel Awareness: Compares giants in the same industry at the same time, allowing readers to observe the unique aspects of each giant while grasping the marketing laws of the entire industry, thereby helping entrepreneurs find smart and effective marketing tools.
The cases collected in this book are categorized by industry, including Home Appliances, Healthcare, Real Estate, Cosmetics, and 18 other sectors. Each section is led by classic cases and covers various aspects of marketing and advertising operations, such as product positioning, pricing, distribution channels and management, public relations, promotions, cultural and sports events, competitive marketing, marketing strategy layout, and advertising campaigns including customer acquisition, customer retention, advertising research, advertising creativity, advertising presentation, CI culture, and brand marketing. It is a groundbreaking work that integrates comprehensiveness, classics, and practicality, representing a milestone in the development of Chinese marketing and advertising over the past 20 years of reform and opening up.
For Chinese and foreign enterprises facing the new economy in the 21st century, as well as Chinese companies preparing for the entry into the WTO, this book offers an invaluable practical guide on how to learn from others to stand on their own. It is an essential reference for rapidly growing Chinese enterprises, professionals in marketing and advertising market research firms, and individuals interested in marketing and advertising.
(1) The "Classic Cases" section compiles authentic, full-length records of marketing and advertising cases from 100 top Chinese and foreign companies. It also collects original, behind-the-scenes planning texts from renowned marketing and advertising agencies, featuring many brilliant and must-read practical cases!
(2) The "Practical Operations" section includes the practical frameworks of major companies from various industries, most of which are from the core, highly confidential departments of these companies. These experiences are highly actionable and also feature the proudest works of famous advertising agencies in handling renowned brands.
(3) The "Authoritative Comments" section allows you to hear the voices of masters, standing on the shoulders of giants, giving you a sense of "surveying the world from a high vantage point."
This book is rich in content and is suitable for various readers, including:
- Chairpersons, directors, presidents, and general managers of large, medium, and small enterprises, as well as managers of marketing, planning, advertising, and public relations departments.
- Leaders and professionals of marketing, research, consulting, and advertising companies.
- Faculty and students of advertising, marketing, business management, and economics departments in universities and colleges.
- Librarians of universities and colleges.
- Marketing and advertising research institutions.
- Every entrepreneur and individual interested in marketing and advertising.