How Do I Become a Marketing Communications Specialist?

In today's increasingly fierce market competition, marketing has become increasingly important. Under the new trend of marketing, companies have implemented marketing reforms, but in many companies, the hard work of employees has not been exchanged for a real improvement in organizational effectiveness.

What should marketing do

· ISBN: 7113106242/9787113106249

· Binding: Paperback

· Folio: 32

· Body language: Chinese

· Series title: Pocket book illustration · Illustrated World Business Classic Series

That is to say, they have not grasped the essence of the marketing problem, and have not really changed the operation of the enterprise from "focusing on selling products" to "focusing on catering to demand." Kotler can be said to be the most successful marketing master in the world today, and his marketing ideas are systematic and detailed. In order to make Kotler's ideas better serve the enterprise and be more understood and mastered by people, this book comprehensively shows the essence of Kotler's marketing thoughts with concise language and vivid illustrations. We sincerely hope that these valuable ideas will provide readers with real and effective help.

Chinese companies must advance their actual profitability. Although controlling costs in the profit equation is equally important, in the current market environment in China, I think marketing-driven sales revenue growth is even more critical.

-Milton Kotler, Chairman of Kotler Marketing Management Consulting Group (KMG)

Based on Chinese companies in crisis, the author has a new definition and analysis of marketing.

Yan Zhimin, a famous marketing expert

If Chinese enterprise marketing is to achieve success, it must smash the small framework and establish a big mind.

The famous marketing expert Lu Changhui

"What should marketing do?": Pocket books, illustrations, classic business world series

sequence

Foreword

Chapter 1. A New Understanding of Marketing in the New Era of Marketing

Change with time

Valuable Proverbs for Winning Marketing

Establish a unique marketing strategy

Marketing Dreamer

New marketing thinking

The role of marketing in company growth

Misconceptions about marketing

Different levels of marketing

Marketing

Steps in marketing management

2. Marketing and Market Opportunities

Market opportunities

The main source of market opportunities

Three ways to grasp the source of market opportunities

Opportunities for company development come from creativity

Demand management

Identify market opportunities and make marketing successful

3. Marketing and Branding

Driving the full value proposition

Knowledge of choosing a brand name

Fight for brand recognition

Assess brand effectiveness

Developing strong brands

Marketing mix design

Product differentiation

Price differentiation

Five relationships between quality and price

Channel selection and challenges

Selection of promotional tools

Marketing Communications

Chapter 4 Effective Use of Market Intelligence

We have entered the information age

The general environment of the information age

Prerequisites for participating in market competition

Gather and manage information

Focus on collaborators and defeat competitors

Chapter 5 Making Friends with Customers

Discover potential customers

Marketing to potential customers

Choosing clients in dealing with them

Cultivate customers

Win customers at low prices

Help customers reduce costs

Provide more benefits to customers

Long-term customers

Other ways to win customers

Chapter 6 Take Every Step of Marketing

It is necessary to make a marketing plan

Marketing status in marketing plan

Marketing strategy choice

Building an effective marketing organization

Evaluation of marketing performance

Smooth marketing plan

Another marketing program

Marketing will be reinvented

Win in the network

The role of marketing in different industries

Appendix 1 Highlights by Philip Kotler

Appendix 2 Works by Philip Kotler

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