Market-Oriented Strategic Transformation (Third Edition)

Author: [British] Piers, translated by Wu Xiaoming, Zhang Hua, Zhan Xiangsen, et al
Publisher:
Publish Date: 2005-06-01
Features: The focus of this book is not traditional marketing but the process of entering the market. It emphasizes that the performance of consumers and enterprises in the market is a problem for everyone in the entire organization, not just the marketing department. The book does not study specific marketing methods but explores the evolution of marketing's strategic thinking from emphasizing brands to emphasizing value, defining the process of entering the market as the strategic path of marketing. The book is divided into four parts. Part one introduces the concept of new marketing and elaborates on the key issue of consumer value as the center of market strategy. Part two discusses three central issues that serve as the testing platform for the strategic path in Part three. These three issues are the inevitability and necessity of the Internet in the market entry process, integrated marketing, and the strategic and creative issues in enterprise development. Part three guides us through the entire process of developing market strategy: instilling the principle of consumer centrality, conducting key market selection, providing value propositions to consumers, and clarifying the key relationships that rely on market strategy. Part four discusses the issues we must manage in the process of entering the market. This book is suitable for business managers and management students, providing them with tools and ideas to achieve outstanding performance in the market.