Breaking the Ice (A Marketing Miracle from 300 Million to 5 Billion)

Author: Xu Zhihong, Yi Xuejun
Publisher:
Publish Date: 2006-09-01
Features: This book records the entire process of how the Youshi team helped Shengyuan Dairy Industry break through its marketing bottlenecks over two years, in a documentary plus commentary style: from the initial personnel turbulence upon their arrival, to dealing with the nationwide "Fuyang Milk Powder Incident," from transforming organizational behavior through the KASP reform to the successful promotion of new products, from "How should the marketing department of a private enterprise operate" to the "Blazing Campaign" for expanding third- and fourth-tier markets. The Youshi team resolved numerous crises and exceeded nearly impossible marketing targets. The book covers all aspects of marketing practice, including strategy, channels, branding, teams, and markets. Whether facing marketing dilemmas, market failures, industry crises, or talent wars, readers can find practical solutions, countermeasures, and successful strategies in the book. From both a marketing and consulting perspective, this book is highly valuable for reference!