Marketing Execution

Author: Hu Lijie, Tian Yu (editors)
Publisher:
Publish Date: 2004-12-14
Features: We often observe a phenomenon where different companies or individuals adopt the same or similar strategies but achieve vastly different results. There is only one reason for this: the execution capabilities of their marketing organizations differ! It can be confidently stated that in today's China, when most companies have a basic understanding of how to conduct market analysis and develop marketing plans, the most significant difference between them lies in who can execute their marketing plans more effectively. In this sense, marketing execution has become a critical link in the success or failure of marketing efforts in Chinese enterprises. Based on theories such as marketing management, business process reengineering, and organizational behavior, and starting from the perspective of corporate marketing practices, this book combines the successful experience and mature methodologies of Paili over 11 years in the marketing field, across over 10 industries, and nearly 300 management consulting projects. It provides a detailed discussion on how to improve corporate marketing execution from four aspects: organizational design (marketing department design), business processes (processes related to marketing work and customer satisfaction), information systems (information systems supporting marketing work), and leadership, accompanied by numerous real-world cases from leading domestic and international companies. Target Audience: Marketing Directors, Sales Directors, HR Directors, Marketing Managers, Sales Managers, Customer Service Managers, and HR Managers from various industries.