Newly Edited Marketing Practice Tutorial - Real People, Real Choices

Author: Huang Pei
Publisher:
Publish Date: 2005-03-01
Features:
· This book gathers the fundamental concepts and methods of marketing theory into the "real people" behind the scenes of marketing, and through their "real choices," helps readers understand the essence and strategic techniques of marketing activities.
· This book offers many practical ideas that can be put into action. It is hoped that this book will change the way you think and approach things, 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 even more wrong ones.
· Don't tell your potential customers what they will get if they buy your product; instead, tell them what they will lose if they don't buy it.
· 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 three parts—strategy, Intelligence, and Execution—with 13 chapters. It revolves around concise basic concepts and methods, arranging numerous vivid case studies closely tied to the theme. By combining abstract theories with real marketing scenarios, the book enables 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 in marketing majors at universities and colleges, as well as interested individuals in society.