Mind War

Author: Ai Cheng
Publisher:
Publish Date: 2005-08-22
Features: Marketing is a Battle for Minds
The American positioning master Al Ries once warned: "Marketing is not a competition of products but a battle for perceptions." The author of this book goes further to state: "Marketing wars are not about product struggles but about battles for the mind. The main battlefield of marketing is not in the tangible market but in the intangible minds of consumers." However, the majority of marketing practices fail due to a misunderstanding of the battlefield of marketing wars. As the American marketing master Trout said: "If you can't win this war, then retreat to another front." Those who haven't yet grasped the location of the marketing battlefield must march into the minds of consumers. Only by winning the battle for minds can one ultimately win the victory in the marketing war.
Tackling the Key Challenges in Marketing Practice
There are many marketing challenges in domestic marketing practices, but their focus always revolves around "marketing innovation." For a long time, due to the lack of targeted marketing theories and methods, this key challenge has troubled most domestic companies. This book cuts straight to the chase, thoroughly teaching you "how to achieve successful marketing innovation."
Four Forgotten Yet Crucial Ideas
Marketing practice has proven that nothing is more important to corporate marketing than "marketing unity," "the qualities of an excellent marketing leader," "effective marketing research," and "effective motivation," yet these ideas are rarely given sufficient attention and treatment by theorists. Unlike academic marketing masters, the author of this book, with a spirit rooted in practice and serving practice, provides profound and practical interpretations of these ideas. After reading this book, you will see what truly creates business miracles in marketing. This book shines with the light of practice, allowing readers to break free from the dazzling yet hollow marketing theories and truly understand how to apply the most cutting-edge and practical marketing ideas to achieve practical victories in marketing.
Ai Cheng Team Motto: A planner's life should be spent in such a way that when he looks back, he does not regret his ordinary existence nor feel ashamed of his empty fame. He takes pride only in having contributed outstanding wisdom and great creativity, and this is the true value of a planner's life. Let mediocrity go to hell!
Ai Cheng Team Service Features:
· Provides market research services akin to dissecting a sparrow, to gain insight into the fundamental needs of consumers;
· Offers consumer-oriented basic marketing and brand planning solutions to build integrated marketing power;
· Provides advertising testing and consumer motivation research services to uncover the secrets of sales;
· Offers explosive market communication services to achieve explosive growth in brand promotional power.
Why do some companies invest heavily in marketing, have excellent products and technology, and possess strong channels, pricing, and capital, yet their products still sell poorly? Why do some companies, despite being relatively weak in all aspects, stand out and create legends? Examples of this abound: When essentially no different electronic dictionaries transformed into handheld computers, a small market suddenly grew into a high-profit-rate industry, with Commercial Tong creating this legend. In the mineral water market dominated by strong brands like Wahaha and Liwayway, how did Nongfu Spring rise above the competition while the mineral water trio of the same period, including Master Kong, chose to withdraw? "The battlefield of marketing is not in the tangible market but in the minds of consumers," says the author of this book, Ai Cheng, a market explosion expert. He will provide the ultimate answers to these questions and systematically elaborate on these marketing concepts.