Illustrated Marketing - The First Book for Marketing Professionals

Author: Shen Taiquan, Zhu Shiyin / Country: Mainland China
Publisher:
Publish Date: 2006-06-01
Features: This is a book for marketing professionals. It is currently the only Chinese-created classic on integrated marketing, where readers need not be troubled by differences in national conditions or language. Through the integration of numerous charts and text, marketing is no longer profound or difficult to understand, and readers can comprehensively and thoroughly master the skills and concepts of marketing. This book is truly a complete marketing classic! It is a marketing book that turns "complex into simple." First, it simplifies the narrative through illustrations, with a large number of illustrations that are especially easy for readers who have not systematically studied but have a certain intuitive understanding of marketing to grasp; second, the author's practical experience is vividly presented, allowing readers to experience "methods and actions for market development"; third, in terms of theoretical systems, it is also quite comprehensive, introducing the basic theories and analytical tools of marketing. This book focuses more on the application tools when introducing the 4P combination, with particularly representative introductions on "commercial area warfare," "store operations," and "advertising."
Consumer-led marketing innovation
With the rise of consumer awareness and the pursuit of personalization, "marketing innovation" driven by consumer demand is constantly emerging in various industries. Some companies think from the consumer's perspective and create amazing business opportunities. This wave of "marketing innovation" can be summarized into four directions:
Customize (Personalization)
This involves individually addressing consumer's specific needs or personal requirements. Many companies adjust their product and service processes to meet customer needs, only to find great success. For example: In the past, custom-made clothing in Japan was a status symbol for the wealthy, expensive, and time-consuming. However, a Japanese clothing company utilized computer networks and China's flexible production system to offer affordable and quick custom-tailored clothing, revolutionizing the entire Japanese fashion market and gaining immense popularity among consumers, eventually expanding into the international market.
Join (User Participation)
This involves leaving some design or production processes to consumers to complete themselves, fully satisfying their desire for self-expression and hands-on participation. For example: In the United States, there is a "Dear. Bear." plush toy chain store, which is very popular among children and parents. "Dear. Bear." provides various appearance suits for plush toys, allowing children to fill them with cotton themselves, while parents sew the openings. Then, children can imagine and choose their own clothing, accessories, and decorations for the plush toys with their parents, and they can continue to visit the store to purchase more clothing or accessories later. "Dear. Bear." transforms a simple plush toy into a lively and colorful parent-child activity through consumer participation, extending sales. Impressive, right! P27