China General Manager Work Manual · Marketing

Author: Liu Wei
Publisher:
Publish Date: 2003-03-01
Features: In the context of global integration, leveraging knowledge management and standardized operations to gain advantages is an undeniable fact for modern enterprises. The quality of marketing decision-making directly impacts the future development of a company. As senior management, merely understanding macro management is far from sufficient; specific tasks such as decision-making management, personnel management, financial management, and marketing management are indispensable. In the United States, the annual salary of a marketing manager can even exceed that of a CEO. Many outstanding entrepreneurs who rose from marketing to CEO positions are numerous. For example, R.Kroc, the founder and CEO of McDonald's, which operates over 20,000 chain stores worldwide, once worked as a sales manager for over a decade. Lee Iacocca also served as a sales manager for nearly two decades at Ford. In Japan, Morita Kazuo, one of the founders of Sony, initially focused on distributing his own products. The U.S. sales division of Sony was personally established and managed by Morita. Masayuki Honda, the founder of Honda, was solely responsible for product development, while Toshio Kojima, known as the "great contributor," was in charge of sales as the general manager. As shown, marketing plays an incomparably significant role in the survival and development of a company, and it can even be said that half of a company's success is achieved through marketing efforts. This book presents a delicious marketing "menu" for CEOs, including excellent marketing plans, scientific market research, effective marketing methods, smooth marketing channels, humanized personnel management, market-oriented customer management, and more. The book is divided into nineteen chapters, systematically elaborating on the CEO's positioning in marketing, market analysis, target market identification, market demand and forecasting, marketing strategy planning, product positioning strategy, product life cycle and new product development decisions, CEO management of sales personnel, and CEO marketing channel management. The book is well-organized, clearly structured, comprehensive in content, and written in plain yet profound language. It is easy to understand, emphasizing both theoretical depth and practicality. This book can serve as a desk reference for CEOs, guiding marketing practices in company operations.