Winning in Marketing: Top Marketing Models of 20 Foreign Enterprises

Author: Bao Xiaowen/Zhao Liying (editors)
Publisher:
Publish Date: 2005-01-01
Features: Compiles top marketing models from 20 renowned foreign-invested enterprises such as Nokia, Dell, Procter & Gamble, IBM, Walmart, Intel, Amway, KFC, Coca-Cola, PepsiCo, Nestlé, Samsung, Kodak, Canon, Unilever, and Sony, with clear structure, abundant cases, and diverse industries. Competition is sweeping in, and companies are on the brink of breaking through. Foreign enterprises are fully entering the domestic market, with "foreign brands" sweeping across the nation. How can domestic enterprises enhance their overall competitiveness? How can they uncover market potential in the era of slim profits? How can they adapt to market volatility? How can they cultivate renowned brands? This book attempts to comprehensively summarize the marketing models of many well-known foreign-invested enterprises in China, aiming to provide "benchmarks" for domestic enterprises to quickly align with international standards and increase global competitiveness. While learning from others, it also explores new innovations in marketing, enriching their management experience. Since the reform and opening-up, multinational corporations have flocked to China for investment, bringing advanced management concepts and marketing strategies from around the world. By integrating these with China's social realities, they have formed distinctive marketing models. This book collects marketing cases from 20 renowned foreign-invested enterprises in China, offering rich content that not only covers how foreign enterprises enter the Chinese market, market segmentation, market positioning, marketing strategies, product strategies, pricing strategies, promotional strategies, and distribution strategies, but also introduces new marketing methods and models such as relationship marketing, integrated marketing, service marketing, and online marketing. This will greatly benefit domestic enterprises in understanding and learning advanced management concepts and scientific strategies from foreign enterprises, further adapting to the challenges of international market competition, and ultimately elevating their marketing capabilities. Whether for readers studying and mastering marketing knowledge or for handling corporate marketing affairs, this book holds significant reference value.