Newly Edited Marketing Practice Tutorial - Real People, Real Choices

Author: Huang Pei
Publisher:
Publish Date: 2005-03-01
Features:
· This book gathers the basic concepts and methods of marketing theory into the "real people" behind marketing, and understands the essence and strategy skills of marketing activities through their "real choices."
· This book offers many practical ideas. It is hoped that this book can change the way you think and act, giving you a fresh perspective on the "patterns" of marketing.
· Win-win is good, but how much do you win and how much do I win? This is the core issue of marketing.
· Market leadership does not depend on market size but on market definition.
· There are many right answers in marketing, but there are more wrong answers.
· Don't tell your potential customers what they will get if they buy from you; instead, tell them what they will lose if they don't buy from you.
· Discounting is an expensive marketing strategy.
· The success or failure of marketing lies outside the company, not inside. This book systematically elaborates on the field of marketing through 13 chapters divided into three parts: strategy, intelligence, and execution. Focusing on concise basic concepts and methods, the book incorporates numerous vivid case studies closely tied to the theme, combining abstract theories with real marketing scenarios. This allows readers to grasp the essence of marketing in an enjoyable and engaging way, fostering a brand-new marketing mindset. This book is suitable for EMBA, MBA, and graduate students majoring in marketing at universities, as well as interested individuals in society.