Marketing operations and job processes

Author: Liu Ziyi
Publisher:
Publish Date: 2003-10-01
Features: This is a book that every marketer must read. For senior marketing managers, they should not only know how to set up the entire marketing system architecture, grasp its rationality and effectiveness, but also have a comprehensive understanding of the operations of lower-level marketing personnel, able to provide specific guidance and training, so as not to give the impression of being talkative and overly directive to subordinates. Marketing managers should first be doers. For frontline marketing personnel, they should not only understand their job responsibilities but also be familiar with the entire system process, ensuring they act within their scope without overstepping, making their work beneficial to the overall system and not damaging the overall effectiveness due to overly active participation or passive diligence. These are the features of this book. The main content of this book has entered university classrooms, becoming teaching materials for MBAs. These seemingly simple contents are not just compiled based on some theory. They are summarized bit by bit from every practical scenario on the front line. From the smallest details, such as a marketer's subtle smile or greeting, a form in a process, or a word in an advertisement, to the larger scope, such as the entire architecture setup of a large company's marketing system, it covers everything in detail. None of this is possible without accumulated experience. Therefore, sharing all the experience with all marketers is precisely the author's care and expectation for them: to let Chinese brands stand tall in both Chinese and global markets. Let all marketers grasp the entire process of the marketing model, understand the path from the source to the end, and know the way to improve themselves. Thus, this is also a book for marketers.