Marketing Communication: From Enterprise to Customer

Author: Yang Donglong, Editor-in-Chief
Publisher:
Publish Date: 2005-01-01
Features: Although it's a topic often discussed, the consultants at Polycom have transformed the ordinary into the extraordinary. They adopt new perspectives to address marketing communication issues—from the company's outbound approach to the customer's inbound approach. This is precisely the essence of the book. It not only captures the current trends in marketing but also fundamentally overturns traditional models of marketing communication, completelying your communication philosophy. As market power shifts toward customers, the company's sole outbound efforts will give way to the customer's inbound actions. Therefore, concepts and practices such as contact point management, call centers, mental networks, and IMC are concepts you cannot afford to ignore. To stay ahead of the competition, remember the book's unique proposition and take immediate action: "Marketing is communication." Simply put: Marketing is communication!
You may have already realized that in the fiercely competitive business world, the foundation of a company's survival does not lie in the value it provides but in what customers believe. In other words, the value that exists in the minds of customers is the true value of marketing! So, as long as we do well in communication, we have essentially done well in marketing. But the problem is that we have entered an era of information overload—products, services, media, advertising, emails—customers are already carrying too much. So, how should we act to maintain clear and effective communication with customers? Based on an analysis of numerous real-world cases and employing lively language, the book examines the entire process of marketing communication. Combining the development of modern IT technology, it adopts both outbound and inbound strategies to provide Chinese market enterprises with a set of practical management methods for communication activities. If you want to gain positive reviews from customers in this noisy market and establish a strong interactive relationship with them, this book is absolutely worth reading!