Weak enterprise marketing

Author: Wei Jing
Publisher:
Publish Date: 2005-07-01
Features: With the deepening development of China's market economy and the successful entry into the World Trade Organization, the vast number of weak enterprises in China have become an important force in the market economy. Currently, more and more people are engaged in learning and participating in marketing activities in these weak enterprises. Based on years of teaching, research, and social practice, combined with the latest research findings in relevant fields at home and abroad, the author wrote this book to meet the learning and practical needs of those who are aspiring to engage in marketing for weak enterprises. The book uses concise theoretical concepts and analytical tools to re-examine relevant issues of marketing for weak enterprises in China. At the same time, it explores a variety of advanced and practical marketing analysis techniques for weak enterprises, providing readers with basic thinking and analytical methods. Each chapter is accompanied by classic case studies for readers to learn from and reference, thereby broadening their horizons. The target readers of this book are not limited to faculty and students of marketing, business management, and other related disciplines in higher education institutions, but also include marketing management personnel working in practical departments of weak enterprises. The book includes eleven parts: an overview of the marketing characteristics and strategies of weak enterprises, focusing on the operating environment of weak enterprises, clarifying the customer scope of weak enterprises and improving service skills, marketing planning for weak enterprises, pricing techniques for weak enterprises, improving sales channels for weak enterprises, marketing promotion techniques for weak enterprises, how weak enterprises can conduct online marketing, practical experience for weak enterprises to seize business opportunities, major commercial frauds that weak enterprises must guard against, and international business practices and ways for weak enterprises to expand into international markets. In terms of writing principles, the book strives to avoid redundancy with existing marketing books and aims to establish its own system based on the marketing practices of weak enterprises in China, achieving a unified combination of scientificity, objectivity, and operability.