Cutting

Author: Lu Changquan
Publisher:
Publish Date: 2006-01-01
Features: After weathering over a decade of storms in China's marketing journey, the most influential marketing master in China, Lu Changquan, has fully crafted The Art of Cutting—forcing competitors onto one side. The author discusses Chinese marketing from the perspective of China's national economy for the first time; for the first time, uses the practice of "cutting marketing" to enhance corporate competitiveness! This book tells the government: the essence of economic competition is a battle of marketing capabilities; tells marketers: no brand is too strong to be challenged; tells enterprises: don't manage rabbits with the methods of managing camels. No matter how bad the cards you're dealt are, a solution based on real-world conditions must exist! This book elaborates on five cutting operations: emotional cutting to achieve differentiation, category cutting to achieve winning against the strong, market cutting to achieve effective distribution, audience cutting to achieve cost-efficient spending, and brand cutting to achieve low-cost rapid brand building. This book is suitable for all entrepreneurs, managers, university students, and marketing professionals.
Author Bio: Lu Changquan is a mastermind behind a series of successful marketing campaigns in China, forming a set of highly guiding practical experiences and theoretical summaries. He has developed unique operational methods such as "Product Anchor," "Competitive Fulcrum," "Channel Momentum," and "Cutting Marketing," and proposed the famous "Camel and Rabbit" management misconception theory and framework, earning him the title of "China's Kotler." He has served as the Vice President of Marketing at Yili Group, the Vice President of Jumei Industrial Group, the Marketing Director of (Italy) Zanbang Group China, and the Deputy General Manager of Marketing Planning at Yuanda Group. He has provided marketing consulting and management services to hundreds of enterprises and institutions, creating a series of classic success cases.
Lu Changquan has successfully managed both renowned multinational corporations and highly localized domestic enterprises, with varying industries and scales. With a deep understanding of international classic management theories and a thorough grasp of China's market and culture, he has helped the companies he serves overcome significant challenges and embark on paths of development through rational yet bold operations.
Chairman of Beijing Zanbang Marketing Management Consulting Co., Ltd., he is also a special professor at the Peking University MBA Executive Program, the Tsinghua University MBA Executive Program, the Haier Business School, the School of Business at the University of International Business and Economics, and a strategic advisor to the Advertising Department of China Central Television.
Bestselling Works: Solving and Soft Warfare, among others.