Self-criticism of marketing

Author: Liu Yongju
Publisher:
Publish Date: 2004-03-01
Features: The content of the entire book is derived from practical experience, not just a pile of theories. I hope it doesn’t feel like theoretical preaching. Someone once said my articles were very practical and actionable, but I’ve also heard people say my articles contain too much theory. To clarify, I’ve genuinely presented real-world problems to help readers see the essence. I often hear marketing professionals from abroad talk about Chinese marketing with expectations for its future. Chinese marketing, shaped by its unique history and culture, has created its own methods, which are bound to influence the world in the future. I hope through the collective efforts of this generation of Chinese marketers, our marketing environment will improve, our marketing concepts will be recognized, and our insights from the marketing of one-fifth of the world’s market will become mainstream marketing ideas.
The author is a practitioner and eyewitness to the development of Chinese marketing. The (lit. baptism) from the transition from a planned economy to a market economy is a precious asset for the author. Starting with the early success of "Kang Shi Fu" instant noodles in leveraging marketing methods to enter the market, the author has been involved in multiple market strategy experiences and operational practices, deepening their understanding of the Chinese market.
Due to the market demand conditions under the planned economy, Chinese marketing was initially burdened with different content and conditions, leading many companies to mistake sales for marketing. As marketization deepened, we realized that our marketing had actually gone astray.
The content of the book is an analysis and elaboration on Chinese marketing behavior, conditions, and problems from different perspectives by the author over the past two years. Many of these articles have been published in professional marketing magazines and have sparked much thought. The author has recently added nearly ten new articles, combining them into this book.