Who are your loyal customers? : Breaking through marketing positioning misconceptions

Author: [USA] Wolfe (Wolfe/D.B.) / [USA] Schneider (Suyder/R.E.) / Zheng Chuangqi, et al.
Publisher:
Publish Date: 2005-05-01
Features: A marketing positioning mistake can deal a fatal blow to a company's profitability! The greatest contribution of this book to the Chinese market lies in helping Chinese businesses recognize the historical evolution of consumer behavior, promptly shifting their marketing concepts and strategies, achieving a win-win situation between consumers and businesses, and forging a transcendent, scientific marketing path. "It is evident that marketers must change themselves to adapt to the new rules of this world. They will find many answers they need in this book regarding the science and principles of marketing. In terms of the science and principles of marketing, this book is groundbreaking. We have every reason to believe that in the coming decades, it will greatly influence the entire marketing world." — Jagdish Sheth, Rajendra Sisodia, whose book The Rule of Three: Surviving and Thriving in Competitive Markets has gained global recognition for its corporate positioning principles. "With the help of this book, it becomes clear why many marketing experts have failed to succeed in the face of the emerging middle-aged and elderly consumer market today. More importantly, it teaches us how to communicate with this consumer group to have a positive impact, ensuring the successful marketing of products." — Ron Sugarman, Senior Vice President of the global advertising and marketing services giant Interpublic and a director of the Marketing Intelligence Center. Break through traditional marketing concepts and thinking to unlock unlimited business success. Why does marketing fail—high investment, low return? The "shot" from Madison Avenue has shocked the business world! Sailing a small boat across the "market river" without oars, a trillion-dollar reality—can anyone ignore it? Data is not absolute truth. The greatest value of this book lies precisely in its wake-up call to traditional marketing concepts and approaches, while also providing a brand-new set of marketing ideas and strategies. Especially, as internationally renowned consultants, the authors pioneering apply the latest research findings and principles from neuroscience, genetics, and developmental psychology to the field of marketing, making this book far beyond ordinary marketing skill books. It offers significant theoretical contributions and strong practical applicability. China has now entered an aging society and a consumer society, and many market stages experienced by many Western countries are being repeated in China. The painful lessons are astonishingly similar. This book's greatest contribution to the Chinese market should be to help the Chinese business and advertising industries avoid repeating past marketing mistakes, understand the historical evolution of consumer behavior, promptly shift their marketing concepts and strategies, maximize the common interests of consumers and businesses, and forge a transcendent, healthy marketing path.