Integrated Marketing Practice: New Strategies and Classic Cases for Modern Corporate Marketing

Author: Deng Jianhua
Publisher:
Publish Date: 2003-03-01
Features: This book is titled "Modern Enterprise Marketing," with a focus on the new trends in marketing. It incorporates advanced marketing theories from renowned experts in Western developed countries and practical marketing experiences from large, modern enterprises in China. Covering various aspects such as integrated marketing, integrated marketing communication, brand building, sales channels, terminal development, retail management, new marketing models, marketing strategies, direct marketing, market promotion, industrial and commercial alliances, service branding, aggressive marketing strategies, and international marketing, the book provides a comprehensive explanation and discussion of modern enterprise marketing theories and practices from both practical and strategic perspectives. The case studies included in the book are mostly based on the author's personal experiences or hands-on planning in their respective companies, making it highly readable.