Cutting: Forcing the opponent to one side Marketing is the battle of cutting

Author: Lu Changquan
Publisher:
Publish Date: 2006-01-21
Features: After experiencing over a decade of ups and downs in China's marketing journey, the most influential marketing master in China, Lu Changquan, has fully crafted The Art of Cutting—forcing competitors onto one side. For the first time, the author discusses Chinese marketing from the perspective of China's national economy; for the first time, uses the practice of "cutting marketing" to enhance corporate competitiveness! This book tells the government: the essence of economic competition is a battle of marketing capabilities; tells marketers: no brand is too strong to be challenged; tells enterprises: don't manage rabbits with the methods used to manage camels. No matter how bad the cards you're dealt, a solution based on realistic conditions must exist! This book elaborates on five cutting operations: emotional cutting to achieve differentiation, category cutting to achieve winning against the strong, market cutting to achieve effective distribution, audience cutting to achieve cost-efficient spending, and brand cutting to achieve low-cost rapid brand building. This book is suitable for all entrepreneurs, managers, college students, and marketing professionals.