Selected Cases and Analysis of Local Chinese Marketing

Author: Li Suiyu
Publisher:
Publish Date: 2006-05-01
Features: This book breaks the traditional marketing mix theory and constructs the 4M+4P theory of big marketing. Traditional marketing theory is centered around the 4P marketing mix theory, but 4P marketing mix is merely the application of tactics and specific tools. True marketing should include two main parts: Market Strategy (4M) and Marketing Tactics (4P).
4M: Market Research, Market Analysis, Market Segmentation, Market Positioning.
4P: Product and Consumer Demand, Price and Cost, Channels and Convenience, Promotion and Communication.
Marketing = Market Strategy (4M) + Marketing Tactics (4P).
All the cases in this book are marketing cases that occurred domestically. This book, structured according to the new marketing theory of 4M+4P, breaks the traditional marketing mix theory and organizes marketing cases and analyses based on the big marketing theory system of 4M+4P. It is a book entirely about marketing cases and analyses that occurred domestically. It includes new and influential marketing cases, such as: "Decoding the Marketing Strategy of 'Super Girl Voice'," "How Two Television Giants Spread 'Dae Jang Geum'," "New Ideas for Segmentation of 'He + She' Drinks," etc. It also proposes unique insights and analyses and predicts future developments.