China General Manager Work Manual--Marketing Manual

Author: Liu Wei et al
Publisher:
Publish Date: 2003-03-12
Features: In the context of global integration, leveraging knowledge management and standardized operations to gain advantages is an undeniable fact for modern enterprises. The quality of marketing decision-making directly impacts the future development of the company. As senior management, merely understanding macro management is far from sufficient; specific tasks such as decision-making management, personnel management, financial management, and marketing management are essential. In the United States, the annual salary of a marketing manager can even exceed that of a CEO. Many outstanding entrepreneurs, who rose from marketing to become CEOs, shine like stars. For example, R.Kroc, the founder and CEO of McDonald's, which operates over 20,000 chain stores worldwide, once worked as a sales manager for more than a decade. Similarly, Iacocca, who also worked as a sales manager for nearly 20 years at Ford, eventually became a CEO. In Japan, one of the founders of Sony, Morita Akio, initially focused on distributing his own products. The U.S. sales division of Sony was personally established and managed by Morita himself. Meanwhile, Honda's founder, Soichiro Honda, was solely responsible for product development, while Tenzu, known as the "great contributor," headed the sales department as the general manager. As evidenced by these examples, marketing plays an incomparably significant role in the survival and development of a business, and it can even be said that half of a company's success is achieved through marketing efforts. This book presents a delicious marketing "meal" for CEOs, featuring excellent marketing plans, scientific market research, effective marketing methods, smooth marketing channels, humanized personnel management, and market-oriented customer management, among others. The book is divided into nineteen chapters, systematically elaborating on the CEO's positioning in marketing, market analysis, target market identification, market demand and forecasting, marketing strategy planning, product positioning strategies, product life cycles and new product development decisions, CEO management of sales personnel, and CEO marketing channel management. The book is well-organized, clearly structured, comprehensive in content, and written in plain yet profound language. It is easy to understand, emphasizing both theoretical depth and practicality. This book can serve as a desk reference for CEOs, guiding marketing practices in company operations.