Changing the World's Marketing Methods

Author: Qiu Qingjian
Publisher:
Publish Date: 2004-10-01
Features: Smart businesses all strive to establish long-term, trust-based, and mutually beneficial relationships with distributors and suppliers. These relationships are built through continuous commitments and providing high-quality products, excellent services, and fair prices to each other. They are also achieved by strengthening economic, technical, and social ties between members of both organizations. Through mutual assistance, trust, understanding, and care are further deepened. The integrated marketing theory '4C' has replaced '4P', focusing on the consumer, with a consumer database as its foundation. It integrates all communication tools to ensure consistency in messaging, delivering strong and unified brand image communication and prompting consumer action. Compared to other books introducing advanced international marketing methods, this book has a significant innovation in its writing approach—combining Eastern and Western perspectives. Other books on international advanced marketing methods generally do not incorporate the current Chinese context. During the writing process, we specifically elaborated on the realistic gaps in China for each marketing method, enabling Chinese practitioners to recognize these gaps, identify problems, and find breakthrough points while maintaining a clear awareness. Another innovation of this book is its simplicity and clarity. At the beginning of each chapter, we introduce an allegorical story, followed by the explanation of the marketing method, an analysis of the current Chinese situation, and finally, selected relevant cases. This approach provides readers with practical help, not only helping them understand advanced marketing methods but also teaching them how to apply them. In the selection of cases, we strive to balance both Chinese and international examples and gather the most up-to-date information and materials.