Marketing Innovation

Author: Li Yingsheng
Publisher:
Publish Date: 2005-05-01
Features: The book's features are as follows: This is an innovative book, based on an innovative positioning of marketing innovation. Innovation is not the exclusive domain of a few technical and management personnel, but something any dedicated marketer can do anytime, anywhere, and imagine. It is a disruptive book, offering marketers a completely different perspective and methods from traditional marketing innovation, covering the concept, thinking, direction of marketing innovation, and innovative operations in all aspects of the marketing system. It is a book that innovates and disrupts rather than creates and disrupts. Because we understand well: what has general guiding, reference, and even imitation significance is innovation, not creation. Marketing innovation is the source of enterprise development and also an effective way for Chinese enterprises to break through sales bottlenecks. However, after 25 years (1979–2004) of development, Chinese marketing has entered a new stage, and thus, marketing innovation has also ushered in new growth! New development requires giving innovation new connotations. Previously, we often equated innovation with creation, largely attributing it to a technical activity. But now, innovation should imply more of a commercial flavor. Surveys show that in the consumer goods sector, product innovation is often not the result of technical creation in a lab by technicians, but rather stems from marketers' new insights into consumers and their commercial instincts. As a result, many companies regard marketers as the responsible party for product innovation, responsible for developing new product concepts, while technicians are solely responsible for the technical formation of new products. Marketing Innovation is jointly created by the Paili Marketing Company and the Sales and Market magazine. It combines the new and systematic analysis and summary of the practices of some heavyweight figures in China's marketing industry regarding Chinese marketing innovation. From the concept, thinking, direction to the operations of all marketing system links, it discusses marketing innovation, but the ideas and appearance are different from those of traditional marketing innovation! Additionally, this book provides detailed cases behind each point, ensuring that the arguments are persuasive and the content is engaging! We hope that through this book titled Marketing Innovation, marketers can recognize, understand, and apply true marketing innovation.