Marketing Risks and Avoidance Strategies

Author: Zhang Yongqiang (Editor)
Publisher:
Publish Date: 2005-01-01
Features: The market-oriented economic reforms in China have been underway for 25 years. Compared to 25 years ago, the marketing environment in which Chinese enterprises survive and develop has undergone fundamental changes. Especially with China's entry into the World Trade Organization, a pattern of domestic market internationalization and international market domesticization has emerged in China. The survival pressure faced by enterprises has been increasing, and marketing management has become the top priority in corporate management activities. An undeniable issue is that as the marketing environment of enterprises changes, the risk pressure in their marketing activities has also been increasing. Identifying marketing risks and effectively avoiding corresponding marketing risks is a strategic issue related to corporate marketing performance and even the survival and development of enterprises. This book conducts a preliminary study on the marketing risks existing in the marketing process and their avoidance strategies from the perspective of combining theory with practice, attempting to provide beneficial suggestions for enterprises' practical marketing work and offering certain thinking space for further research by relevant personnel.