Icebreaker: The Amazing Marketing Achievement from 300 Million to 1.5 Billion

Author: Xu Zhihong
Publisher:
Publish Date: 2006-09-01
Features: This book records the entire process of how the Youshi team helped Shengyuan Dairy successfully break through its marketing bottlenecks over two years in an and commentated manner: from the initial personnel turbulence upon their arrival, to dealing with the nationwide "Fuyang Milk Powder Incident," from the KASP transformation to improve organizational behavior 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 overcame numerous crises and exceeded nearly impossible marketing targets. Strategy, channels, brand, team, market—this book covers all aspects of marketing in practice. 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! This book records the entire process of how the Youshi team helped Shengyuan Dairy successfully break through its marketing bottlenecks over two years in an and commentated manner: from the initial personnel turbulence upon their arrival, to dealing with the nationwide "Fuyang Milk Powder Incident," from the KASP transformation to improve organizational behavior 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.