Master Resources---Selected by Global Renowned Information Management Institutions

Author: Ma Dongfang Xu Jiajun
Publisher:
Publish Date: 2002-08-01
Features: This book is widely hailed in the Western world as a must-read for marketers, but in reality, it should be an indispensable desk reference for any employee in a high-tech service company, including managers, scientists, engineers, or consultants. In this book, Dr. Sal provides guidance on a series of critical issues that businesses may encounter during their development process, including: how to identify your unique selling proposition (USP); how to determine the optimal service marketing strategy; how to leverage multiple promotional channels to achieve marketing goals; how to ensure that your company's various promotional methods generate the maximum market response, and more. The book is filled with numerous illustrations, examples, tables, and models, as well as highly targeted exercises and action plans, which can help you flexibly apply the concepts conveyed in the book to your own organization, upgrade your business service marketing, and attract and retain customers.