Unconventional marketing

Author: Zhang Yong
Publisher:
Publish Date: 2004-06-01
Features: This is not a traditional marketing textbook, which should be written by authoritative scholars. It is also not a collection of marketing case studies filled with historical, a specialty of seasoned marketing professionals. Instead, it is a revolutionary new perspective on marketing that thoroughly rethinks and subverts traditional marketing concepts. It transcends the tactical actions of general corporate marketers by providing strategic guidance from a higher level, yet it differs from typical theoretical books by fully connecting with reality and grounding itself in practicality, with tools and ideas serving only practical application. This book compiles Mr. Zhang Yong's successful marketing cases from various industries over the past decade, representing his insights and experience gained from working in companies like Haier for many years. Good books are rare, and marketing books with clear viewpoints that truly help readers are even rarer. Undoubtedly, this book is a truly valuable read, with two main contributions: , China proposed and systematically introduced the future marketing system—“Non-traditional Marketing”—in both concept and theory. Compared to the numerous traditional marketing theories or books on the market, the methods and cases used in this book are unconventional and non-traditional. The entire book is not only easy to understand and engaging but also thought-provoking. Many unexpected ideas will enlighten marketing strategists who have been trapped in traditional marketing fog, helping them transcend the limitations of conventional marketing. Second, , China selected case studies of marketing KNOWHOW from well-known companies. Regarding Haier’s experience, Zhang Ruimin once told many entrepreneurs seeking guidance, “You can understand Haier’s experience, but you may not be able to learn it.” This is not arrogance but a fact. Too many enterprises or readers are satisfied with superficial phenomena, merely knowing what Haier’s experience is or, at most, why Haier does things that way, but they don’t know how Haier actually does it or how to achieve it. This is the main reason why many enterprises or readers fail to apply what they learn and achieve breakthroughs. Not only should one know the “what,” but also the “why,” which is both an ancient principle and a critical issue marketing strategists must address today. The author has shared his years of marketing experience in this book, hoping to help readers transcend from “KNOWWHAT” (knowing what the case is) to “KNOWWHY” (understanding why the case is done this way, its core ideas and thoughts) and ultimately to “KNOWHOW” (clearly understanding how the case was developed, how it went from nothing to something, found solutions to problems, and the operational processes and steps involved in execution). If you already “understand” the following phenomena, you may not need to spend your money—you can use the saved money to eat at McDonald’s. On the other hand, if you don’t understand, I suggest you give it a try:
- If you don’t understand why P&G, with excellent promotional execution, launched the “Rejoice” brand in 2000 but failed to make a profit and withdrew from the market entirely within two years;
- If you can’t figure out why “Woman’s Charm,” despite massive advertising investments and widespread praise, is not beautiful;
- If you don’t know why Galanz hired some of China’s most renowned marketing experts, international 4As, design companies, and so-called marketing industry bigwigs to form a strong team, even establishing an integrated marketing communication department, yet the sales of its four brands still couldn’t match Haier’s single product;
- If you want to know why Qingdao Pureland, with international influence, has been lagging behind Zhujiang Pureland in South China for three years;
- If you want to find out why Coca-Cola’s “Liangfeng” tea beverage, “Tianye” water, and “Sunshine” tea failed so miserably;
- If you have been in the marketing or advertising industry for years but still haven’t made any headway;
- If you’ve read several marketing books but they haven’t helped you practically;
- If you and your company, as well as your life, want to break through;
- If you want to pursue practicality and uniqueness, want to “travel a thousand miles in a day,” but don’t know where the opportunity lies;
- If you don’t want to “follow” others or rely on hierarchy, want to rewrite the rules but don’t know how;
- If you know successful Chinese cases but don’t know how they were actually operated and implemented;
- If you want to understand the operational processes and strategic frameworks of 4As but don’t know how to learn them.
If you have many of the above “whys,” I suggest you read this book—it will give you some new answers, things that traditional marketing theories don’t cover. This book will keep you up-to-date, give you the initiative, and help you transcend yourself and your life.
Author Biography:
Zhang Yong is the founder of Non-traditional Marketing. Currently, he serves as the Marketing Director of Guangzhou Nanling Auto Group. He graduated from the Automotive Engineering College of Harbin Institute of Technology and has previously worked as the General Manager of a major region at Haier, Chief Marketing Consultant at Dongyue International Marketing Co., Ltd., Chief Planner at makeMay, and a long-term marketing consultant for multiple companies. He excels at shaping unconventional cases with non-traditional marketing concepts and methods, possessing rich practical market experience. He has published tens of thousands of words in professional works and papers and has conducted dozens of training sessions. He has authored books such as Marketing Revolution and Non-traditional Marketing, as well as the Non-traditional Marketing Series, and is about to publish Automotive Non-traditional Marketing. He is a contributing writer for Sales & Market, New Marketing, Win Weekly, China Beauty & Fashion Report, ICN, Modern Appliances, Modern Marketing, Advertising Guide, China Marketing Communications Network, and columns in multiple financial and marketing magazines.
Table of Contents:
Preface: Why Write This Book—Joining Marketing Strategists to Grasp the New Mainstream of Marketing
Part 1: The Demise of Traditional Marketing—From Tsingtao Beer and China Unicom
Part 2: The Rise of Non-traditional Marketing—Haier’s Non-traditional Development and Its Implications for Chinese Marketing
Part 3: The Core Knowledge of Non-traditional Marketing—Redefining Chinese Marketing
Part 4: The Practice of Non-traditional Marketing—KNOWHOW Case Studies from Well-Known Companies
Part 5: The Extension of Non-traditional Marketing—Marketing in China’s Non-traditional Industries
Epilogue: A Non-traditional Interpretation of Non-traditional Marketing