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. In China, academic research on marketing is basically based on introducing and interpreting Western marketing theories. Few people can delve into corporate practices to understand the objective laws of Chinese enterprise marketing and the characteristics of the Chinese market. This has led to outdated content in marketing textbooks in China, which falls far short of the dynamic marketing practices of enterprises. To address this problem, this book adopts a combination of Western marketing theories, Chinese theories, and Chinese enterprise marketing practices to explain the field of marketing. These case studies are highly targeted, not only verifying and illustrating the theories of this chapter but also providing readers with a real and specific marketing scenario. They guide them to think, analyze, and handle issues, thereby enhancing their hands-on ability to solve practical problems and, to some extent, resolving the teaching challenge of how to effectively integrate theory with practice. The book also makes significant adjustments to the traditional content structure of marketing, removing many purely theoretical teachings. It focuses on key issues in areas such as personal selling, advertising, public relations, and sales promotion to meet the urgent needs of Chinese enterprises for market promotion. Additionally, based on China's actual conditions, the book offers unique insights into certain marketing theories, such as factors influencing pricing, steps in designing distribution channels, methods of advertising creation, techniques of personal selling, and the franchise business model, all of which present 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 conditions of the Chinese market, making preliminary efforts and explorations to write a marketing textbook that suits China's context.