Newly Compiled Marketing Practice Tutorial

Author: Huang Pei (Compiler)
Publisher:
Publish Date: 2005-03-01
Features:
· This book brings together the basic concepts and methods of marketing theory, focusing on the "real people" behind marketing and understanding the essence and strategic techniques of marketing activities through their "real choices."
· The book offers many practical ideas. It is hoped that this book will change the way you think and act, giving you a fresh perspective on the "patterns" of marketing.
· Win-win is good, but how much do you win, and how much do I win? This is the core issue of marketing.
· Market leadership does not depend on market size but on market definition.
· There are many right answers in marketing, but there are even more wrong ones.
· Don't tell your potential customers what they will get if they buy your product; instead, tell them what they will lose if they don't buy it.
· Discounting is an expensive marketing strategy.
· The success or failure of marketing lies outside the company, not inside. This book systematically elaborates on the field of marketing through three parts—strategy, Intelligence, and Execution—with 13 chapters. It revolves around concise basic concepts and methods, arranging numerous vivid cases closely tied to the theme, combining abstract theories with real marketing scenarios to help readers grasp the essence of marketing in a relaxed and enjoyable way, fostering a brand-new marketing mindset. This book is suitable for EMBA, MBA, and graduate students in marketing majors at universities, as well as interested individuals in society.