Pali Marketing Idea Bank: 135, Local Marketing

Author: Ma Juechen
Publisher:
Publish Date: 2003-08-01
Features: Currently, a market marketing theory with Chinese characteristics has not yet been established. The research on marketing in the domestic academic circles is basically the introduction and interpretation of Western marketing theories, and few people can delve into enterprise practice to understand the objective laws of Chinese enterprise marketing and the characteristics of the Chinese market. This has led to the outdated content of marketing textbooks in our country, which falls far short of the vibrant marketing practices of enterprises. To solve this problem, this book adopts a combination of Western marketing theories, Chinese theories, and Chinese enterprise marketing practices to elaborate on the subject of marketing. These examples are highly targeted, not only confirming and explaining the theories of this chapter but also providing readers with a real and specific marketing scenario, guiding them to think, analyze, and handle issues, thereby enhancing their hands-on ability to solve practical problems and, to some extent, addressing the teaching challenge of how to organically integrate theory with practice. This book has also made significant adjustments to the content structure of traditional marketing, removing many purely theoretical teachings. It focuses on key issues in areas such as personal selling, advertising, public relations, and sales promotion, providing thorough explanations to meet the urgent needs of Chinese enterprises in conducting market promotion. Additionally, based on China's actual national conditions, this book offers unique insights into certain theories of marketing, such as factors influencing pricing, steps in designing distribution channels, methods of advertising creation, personal selling techniques, and franchise business models, all of which propose fresh perspectives based on the author's personal experience. In a nutshell, the purpose of this book is to combine Western marketing theories with the practical realities of Chinese enterprises and the market conditions in China, making preliminary efforts and explorations to write a marketing textbook suitable for China's national conditions.