Combination Marketing Strategy and Methods

Author: Wu Xiaoxi Wang Lifang
Publisher:
Publish Date: 2004-07-01
Features: Today, marketing has entered an era of innovation. Various marketing ideas, methods, techniques, and approaches are constantly evolving, and the marketing behavior of enterprises and social organizations has become one of the key indicators measuring their social success, recognition, avant-garde nature, and reputation. The knowledge economy, characterized by information, networking, and digitization, is replacing the traditional economic life, and people's needs, psychology, and lifestyles are undergoing significant changes as a result. This transformation inevitably leads to comprehensive innovative reforms across all fields. Innovation is the decisive factor for the future, and innovative capabilities are the dynamic force of knowledge and information integration. Any organization's innovative development requires the cultivation of creative and insightful marketing talent. Therefore, marketing must also innovate. First, innovation in the conceptual framework. In the new era, enterprises and all organizations that need marketing should firmly establish the following concepts: 1) knowledge marketing concept; 2) service marketing concept; 3) green marketing concept. Second, innovation in the marketing mix. In the face of the knowledge economy, many traditional marketing mixes have become unsuitable for the new situation. Enterprises must transform and innovate under the guidance of these new concepts. Compared to other areas, the following innovations are particularly urgent: 1) product innovation strategy; 2) channel innovation strategy; 3) promotion innovation strategy; 4) marketing management innovation. Based on these understandings, with the enthusiastic advocacy and strong support of the publisher, Hans Studio has organized this series of books on innovative marketing. The authors have strived to systematically introduce, organize, summarize, and showcase the various emerging marketing methods, aiming to enhance readers' awareness of these new marketing models and promote society's attention and discussion on innovative marketing. The primary audience for this series is professionals from all walks of life who are committed to marketing theory, teaching, and research, especially those working in marketing practice. The series is structured rigorously and written in a straightforward style, striving to connect theory with practice. It includes systematic summaries of relevant marketing models and practical case studies from various enterprises, particularly those with typical significance in China.