Solution: Marketing is about solving competition

Author: Lu Changquan
Publisher:
Publish Date: 2003-08-01
Features: This book presents a panoramic description of a series of marketing cases personally handled by the author, revealing the little-known solutions and ways of thinking behind these cases: Yili, Jumei, Yuanda, Hongxing, Hongda, Coca-Cola, China Mobile. It then proposes that Chinese companies operating in the market should focus on three key tasks: determining the "marketing baseline" of the product, finding the "marketing fulcrum" to leverage the market, and establishing the "marketing potential" to drive the market. On this basis, the book uses the integration case of China's largest silicone rubber group to illustrate how to carry out the integration of private enterprises by rooting them in the soil of the enterprise.