Marketing unwritten rules

Author: Xue Esi
Publisher:
Publish Date: 2004-11-01
Features: Having gone through the marketing hunger of the 1990s, through extensive learning and exploration, and with over two decades of market practice and exploration, especially in the recent decade, Chinese marketing has evolved from the enlightenment era's idea-based, planning-based, academic, and return-based schools to the practical school, among others, giving rise to a "hundred schools of thought" in marketing. Chinese indigenous marketing expert groups have gradually formed and demonstrated great innovation. In 2004, Xue Esi's Marketing Unwritten Rules marked the beginning of the sinicization of marketing. The relationship activities discussed in the book are not just a supplement to the entire marketing theory but also extend beyond the special environment of China. The "Four-Line Combination" marketing approach completely negates the traditional, flawed marketing mix. Especially in his representative work, the Mainstream Marketing series lectures, he declares that China has gone through the product era of the 1980s and the marketing hunger era of the 1990s. Today, in the 21st century, China has returned to the mainstream of the world and has entered the new era of mainstream marketing alongside the world. In a sense, Xue Esi has pioneered a new era of mainstream marketing. In today's Chinese market, the value of MBAs has declined, and the "returnees" have cooled down, while the value of the indigenous practical school, represented by Xue Esi, Ye Maozhong, and Wang Zhongqiu, has been rising, surpassing that of the "returnees." This book breaks the traditional marketing framework represented by Philip Kotler and combines China's current market conditions to create a brand-new approach suitable for the operation of local marketing rules. It is valuable for marketing professionals in various fields and industries in China. It has both theoretical depth and strong practicality. Given the key role of relationship activities in marketing and their extreme complexity and breadth—explicit and implicit, clear and obscure, something that can only be understood but not easily expressed—no dedicated book on relationship activities has been written so far. Therefore, the author, combining his years of practical experience and theoretical exploration, has attempted to write this small book. The first part aims to explore the basic rules and significance of relationship activities in marketing, while the second part breaks the traditional marketing mix to establish a new marketing framework suitable for practical marketing activities in China.