Marketing strategy

Author: Li Donghong
Publisher:
Publish Date: 2002-05-01
Features: "Marketing Strategy" is the guiding and action plan that senior management, especially marketing supervisors, formulate for the survival and development of an enterprise, based on a thorough understanding and analysis of external marketing environment factors and internal marketing conditions. In today's context of economic globalization, informatization, and electrification, as well as the widespread formation of a buyer's market, the market environment faced by enterprises is becoming increasingly severe, and competition is intensifying. Marketing strategy is gaining significant attention from senior management and marketing professionals at all levels. This book combines a large amount of new marketing strategy theory with enterprise practice, clearly defining the connotation of marketing strategy, which is still vague in academic circles, advocating strategic thinking, and proposing a general process model for the form, implementation, and evaluation of marketing strategy, offering fresh insights. The specific content includes: defining the connotation of marketing strategy, formulating marketing mission and objectives, analyzing the marketing environment, distinguishing between types of marketing strategy, selecting marketing strategy, resource allocation in the implementation of marketing strategy, and controlling the implementation process of marketing strategy. Target Audience: Undergraduate and graduate students of business administration and marketing majors, enterprise management personnel, and government officials. In the planning and writing of this textbook, we adhered to the guiding principles of the "premium strategy," giving it the following characteristics: First, with a focus on comprehensively promoting quality education and guided by the Ministry of Education's "Opinions on the Construction and Reform of General Higher Education Textbooks," the textbook is oriented toward modernization, the future, and economic globalization, fully considering the completeness, systematic nature, and scientificity of the discipline system to adapt to the needs of teaching and textbook reform, meet the needs of cultivating high-quality, innovative, and composite talents, and strive to make the textbook distinctive in content quality with new systems, new content, new materials, and new methods. Second, based on extensive research, the topic was optimized and the authors were selected through the deliberation and recommendation of experts and professors from multiple universities with rich teaching experience. Third, when selecting textbook content and determining the knowledge system and writing style, attention was paid to the comprehensive cultivation of quality education, innovative ability, and practical ability, creating conditions for students' coordinated development in basic theory, professional knowledge, professional competence, and comprehensive quality. Fourth, considering the actual needs of cultivating composite talents, this book breaks through the original narrow boundaries of specialized fields and disciplines, under the guidance of the two first-level disciplines of economics and management, extensively incorporating textbooks from multiple branch disciplines, including introductory courses, foundational courses, and core professional courses.