Modern enterprise marketing strategies

Author: Yu Shihong
Publisher:
Publish Date: 2000-12-01
Features: This book draws on the latest research findings on marketing from both domestic and international sources, focusing on the marketing practices of Chinese enterprises. Building upon an introduction to the basic concepts, principles, and content of marketing, it systematically and deeply elaborates on the new vantage point of marketing—strategic marketing—its ideas, principles, and methods. The book is well-supported by data, presents novel perspectives, and closely links theory with practice, demonstrating systematic innovation. It is like a delicate key that will help a wide range of enterprises smoothly open the door to marketing and guide relevant individuals into the treasure trove of marketing knowledge. Starting with an analysis of consumer psychology, the book comprehensively discusses the causes of customer complaints, various handling methods, preventive measures, and offers insightful views on how to improve customer relationships to enhance sales performance.