Breaking Through: New Thinking in Marketing Transformation Management in China

Author: Du Jianjun/Yin Chuancao
Publisher:
Publish Date: 2005-05-01
Features: Limits to Growth, Structural Stagflation, Bottlenecks of Transformation, Complete Solution!
Endorsed by: Qin Shuo, Editor-in-Chief of Southern Weekly and Caijing Daily; Hu Yong, Famous Planner of CCTV Economic Channel; Li Yingsheng, Editor-in-Chief of Sales and Market; Huang Qijun, Director and President of Zhongshan Haier Appliances Co., Ltd.; Cheng Kaitun, Vice President of Hisense Group.
The three principles of "market-oriented, service-oriented, and growth-oriented" are the foundation of marketing transformation for Chinese enterprises today. Through long-term cooperation with Far-reaching Enterprise Consulting, marketing transformation management theory and practice have brought great benefits to Haier.
An important concept conveyed in this book is: in the massive shift of the Chinese market from competition-centric to customer-centric, and from advertising dominance to channel dominance, how to view and implement marketing system transformation is the key to all enterprises achieving sustainable growth. Some businesses perish due to change, while others thrive because of it. This book offers many valuable case studies.
Domestically and internationally, its broad perspective and unique arguments are truly inspiring.
This book focuses on a critical question: Why do many Chinese enterprises follow a market trajectory from "stars" to "shooting stars"? It raises the query: If marketing can bring temporary success and growth, why can't it ensure sustainable success and growth?
The authors further argue that marketing transformation management studies the path for enterprises to achieve continuous high growth through marketing.
Marketing transformation management theory is an outstanding marketing theory found in the world's largest market. Studying it is of vital importance to the development of Chinese enterprises and the economy as a whole.