Top Ten Myths in Marketing Management

Author: Li Jianfeng
Publisher:
Publish Date: 2004-01-01
Features: The success of marketing models in well-known enterprises may lead to blind imitation. "Lessons from the past" can instead stimulate business operators to seriously reflect on past failures, combine current environmental surveys with their own resource capabilities, analyze the feasibility of classic models, and conduct effective marketing planning. Based on this approach, this book selects mistakes made by more than ten famous domestic and international enterprises, such as San Zhu, Asia, Mitsubishi Motors, Gillette, and Jianlibao Group, in their marketing operations. Accompanied by the latest research findings and case studies from renowned marketing experts, it analyzes ten aspects—sales personnel management, media communication, customer service, brand planning, channel development, distributor management, organizational structure, customer surveys, target positioning, and product development—with in-depth "mistake analysis." Theoretical discussions are conducted specifically, the language is vivid, and the book is highly practical and thorough. It focuses on dissecting and researching the application of marketing theories from the perspective of mistakes. Finally, through the successful marketing operations of companies like Siemens, IBM, Pepsi, and Coca-Cola, it provides practical and effective design solutions as solutions to marketing mistakes.
Through case analyses of both success and failure, as well as in-depth theoretical discussions, this book fully embodies the essence of combining marketing management theory with practice. Particularly in its analysis of some famous marketing failures, it offers unique insights and novel perspectives. The theoretical sections avoid simplistic didactic narration, emphasizing a balance of vividness and relevance. Theories are evaluated from an applied perspective, providing significant practical and theoretical guidance for business enterprises in implementing and promoting specific marketing management. It serves as a valuable assistant for marketing managers in their experience and practical operations, as well as a beneficial tool for managers seeking development and advancement to further learn about marketing knowledge.