New Marketing Proposition: The Innovative Driving Force of the New Marketing Era

Author: Jia Changrong, Zeng Zhaohui
Publisher:
Publish Date: 2005-12-01
Features: New marketing, which is essentially innovative marketing. Innovative marketing primarily excels in three aspects: differentiated marketing, refined marketing, and brand marketing. These three aspects are highly harmonious and unified, not "acting independently." In China, many industry markets are not yet mature enough. As a result, there are constantly emerging "[dark horses]" who quickly seize a place in the fierce market competition. These "[disruptors]" often win through disruption. Rather than being "[rule-breakers]" of industry rules, they are more like "[innovators]" who seize the weaknesses and opportunities in the industry market. There is a Chinese idiom "" (great similarity with minor differences). In fact, corporate marketing itself is also becoming "" (homogenization) or "," including products, technology, concepts, models, channels, promotions, etc. However, if a product (or service) lacks differentiation, it is difficult to stand out in the market, let alone gain long-term competitive advantages. Therefore, under the "" (homogenization) of these elements, it is important to create "" (minor differences), which may also bring great innovation to the company. In this book, the authors strive to present new signs, emerging trends, new perspectives, and new ideas at the strategic and tactical levels of marketing in the form of practical examples, vividly and dynamically to the readers.