Detail marketing

Author: (Dutch) William Bergers / Zhu Zi
Publisher:
Publish Date: 2004-06-01
Features: This book brings a breath of fresh air to the field of marketing. It is filled with wisdom and humor, offering strong readability and entertainment value. It is practical and focuses on corporate profits, making it not only a must-read for marketing managers but also for anyone dedicated to improving corporate profits. The book is filled with insightful wisdom, easy to understand, witty, and refreshing. I strongly recommend this work to all professional and non-professional marketing practitioners.
■ Developing new products is good, but developing new markets is better.
■ Losing good customers is bad, but discarding bad customers is good.
■ The brands of cars, cigarettes, alcohol, and clothes determine your identity, but the brand of laundry detergent has nothing to do with your identity.
■ The bottom line of marketing levers is a key issue that marketing decisions must consider, serving as a test for marketing investment decisions.
■ Price reduction is an expensive marketing strategy.
■ Profit is more important than market share.
■ Pricing is not just a simple mathematical problem.
■ Promotion can not only increase sales volume but also enhance channel control.
■ Doing small things right will naturally make big things right.
■ There is no small thing in marketing; everything needs attention.
■ The success or failure of marketing lies outside the company, not inside: only by having a well-thought-out strategy can one win the battle.
■ Opportunities are everywhere, and the answers are right around you—whether you have the heart to see them.
■ Win-win is good, but how much do you win, and how much do I win? This is the core issue of marketing.
■ Collect all the knowledge you can about your customers and make full use of it.
■ An excellent marketing manager should be a calm, pragmatic, and experiment-driven scientist.
■ Better products do not require more costs but need features that more attract customers.
■ Market leadership does not depend on market size but on market definition.