Marketing Analects

Author: Li Chuanping
Publisher:
Publish Date: 2006-06-01
Features: Desk reference for corporate decision-makers, a must-read for marketing newcomers! Top marketing experts in China share their insights on marketing management with profound yet accessible discussions on brand operations. This book constructs four production lines to build an ultimate brand, offers unique perspectives on the terrain of the Chinese market, and reveals the first detailed case studies of the classic "White + Black" for the first time. With heartfelt advice, it shares over two decades of industry experience. A brand exists as an impression of a "person" or a "family" in people's minds. It is the sum of the relationship between a specific product (commodity) and a particular group of people. This relationship can be direct or indirect; its existence can be rational or emotional.
Marketing, in simple terms, is about establishing a relationship between a brand and consumers and managing this relationship sustainably and effectively. It involves using various appropriate means and tools to make the brand—this living, personable, and emotionally resonant "person" or "family"—continuously connected with a specific group of consumers, ultimately achieving an unbreakable emotional dependence.
The core of marketing lies in determining the type of relationship that should be established between a brand and a specific consumer group. This requires marketers to have an in-depth understanding and accurate grasp of human nature, so marketing should be life-like, authentic, and directly aimed at the heart. The means and tools, on the other hand, are the corresponding choices in the process of building emotional relationships.