Referral Economy: A New Marketing Strategy and Consumption Model

Author: Liu Keming
Publisher:
Publish Date: 2005-11-01
Features: Amidst the booming economy of China, society is also undergoing profound changes. As a practitioner in corporate operations and product marketing, one must be highly responsive to these changes, adopt a macro perspective to study current policies, and truly elevate the level of marketization to a strategic level. Many of the ideas in this book are the result of my years of observation and research. At the same time, the case studies of major brands in the book provide us with concrete operational methods and insights. I have always believed that marketing theories suitable for China's context can only be explored and summarized through the practice of the Chinese market. Consumers are the terminal point for any product's marketization. Offering rebates to consumers is a necessary means for corporate and brand culture to rapidly capture the market. Currently, there is still a void in marketing theories related to rebate operations in China. This book is the first systematic work on rebates in the field of marketing in the Chinese market. In addition to theory, it also includes a wealth of specific operational methods and ideas regarding rebates.