How to conduct integrated marketing

Author: Wang Feng
Publisher:
Publish Date: 2004-08-01
Features: "The 100,000 Solutions for Professional Managers" series selects the most common management problems encountered in the daily work of professional managers. It draws on new management concepts and methods, providing systematic operational guidelines for standardizing and internationalizing work in a standardized, step-by-step, and humanized manner. At the same time, it offers a convenient learning solution for managers to improve their professionalism. The series covers 8 major categories, including communication skills, leadership development, human resources, marketing, finance, production, logistics, and comprehensive management. The first batch introduces 100 topics. The authors of the series include senior management from multinational companies as well as renowned professors from famous domestic business schools. This series has the following characteristics:
- Practicality of topics: The series' topics are closely tied to the daily management work of professional managers, providing answers that are both standardized, professional, practical, and operational.
- Systematic content: The series covers all aspects of managers' work, serving as a comprehensive encyclopedia for management tasks.
- Standardized expression: The writing style of this series is consistent and standardized, making it easy for readers to learn, reference, and use.
With the intensification of market competition, single marketing methods are becoming increasingly difficult to succeed in the market. For businesses, effectively integrating multiple marketing methods to participate in market competition has become an inevitable choice. Integrated marketing breaks through traditional marketing models, using the market as a regulatory mechanism, value as a connection method, and interaction as a behavioral method. It is an effective choice for modern enterprises facing dynamic and complex environments. It is a marketing theory and method that systematically combines various marketing tools and methods, dynamically adjusts based on the environment, and achieves value-added for both parties through interaction.
This book will comprehensively and systematically present the knowledge and skills of integrated marketing to readers through market opportunity analysis, the formulation of marketing strategies and tactics, integrated communication, the implementation and evaluation of integrated marketing. It aims to provide readers with highly valuable references for effectively utilizing various marketing methods to win the market.