50 Questions of Chinese Marketing

Author: Bao Enhe and Batu
Publisher:
Publish Date: 2004-01-01
Features: Based on over a decade of practical experience at Yili and consulting experience at Paili Marketing, a marketing director addresses 50 perplexing issues that trouble most Chinese enterprises today. Without reservation, he shares his insights and experiences, aiming to help more Chinese companies overcome difficulties, find their development path, and stride towards success with greater vigor. This book provides a shortcut to successful marketing through rich case studies and detailed language, ensuring that marketing doesn’t go astray. The book advocates for 7 key principles:
■ The purpose of marketing is to sustainably generate revenue. If this isn’t achieved, it’s not marketing.
■ Marketing requires systematic thinking—strategy first, tactics second.
■ Breakthrough and extremity are two different concepts. Chinese enterprises need to break through but also avoid extremes.
■ The essence of competition is to avoid competition, and differentiation is the best shortcut.
■ To please your customers, give them more benefits. The true essence of a brand lies in maximizing customer value.
■ Strategic execution is crucial. Without the support of processes, organization, talent, methods, and tools, strategy is just empty talk.