Market-Oriented Strategic Transformation, 3rd Edition

Author: [UK] Piers / Wu Xiaoming / Zhang Hua / Zhan Xiangsen, etc.
Publisher:
Publish Date: 2005-06-01
Features: The focus of this book is not traditional marketing but the process of entering the market. It emphasizes that the performance of consumers and enterprises in the market is a problem for everyone in the entire organization, not just the marketing department. This book does not study specific marketing methods but explores the evolution of marketing strategic thinking from emphasizing brands to emphasizing value, defining the market entry process as the strategic path of marketing. The book is divided into four parts. Part 1 introduces the concept of new marketing and elaborates on the key issue of consumer value as the center of market strategy. Part 2 discusses three central issues that serve as the testing platform for the strategic path in Part 3. These three issues are the inevitability and necessity of the Internet in the market entry process, integrated marketing, and the strategic and creative aspects of enterprise development. Part 3 guides us through the entire process of developing market strategy: instilling consumer-centric principles, conducting key market selection, providing value propositions to consumers, and clarifying the critical relationships that rely on market strategy. Part 4 discusses the issues that must be managed during the market entry process. This book is suitable for business managers and management students, providing them with tools and insights to achieve outstanding performance in the market.