Modern marketing management

Author: Yu Chaquan
Publisher:
Publish Date: 2003-02-01
Features: Manager's Wisdom Treasury. Marketing is everywhere. Every enterprise, institution, or individual, if they want to provide their products, ideas, or services to customers to satisfy them and thereby bring profits and reputation to the enterprise, institution, or individual, must adopt the concept of marketing and carry out marketing work. In the complex and ever-changing modern environment, for enterprises to survive and develop, they cannot only focus on improving productivity but should also pay attention to changes in customer needs and shifts in the market environment, and adjust marketing objectives, strategies, and action plans accordingly.
Based on the author's practical experience and customer insights in the field of marketing over more than ten years, as well as exchanges with students in university and major corporate management lectures, this book features innovative marketing concepts and practical applications, setting it apart from general marketing books on the market. After reading this book, readers will be able to quickly enter the realm of marketing practice. The book also provides a detailed introduction to marketing theory, including important marketing concepts from the past decade, such as digital marketing, which are collected in relevant chapters. Another feature of this book is the analysis of enterprise competition. It offers in-depth insights into how to analyze competitors, gather competitive intelligence, and develop competitive strategies (marketing strategies). Readers who have studied general marketing books will gain new marketing insights from this book, while those who have not yet entered the field of marketing should use this book as a starting point to understand marketing.