Published by Nanfang Daily
Editor: Duan Chunlin, Li Boting
Abstract: After years of theoretical exploration and practical operation, the author puts forward a new concept of brand marketing: sound wave propagation. According to this theory, communication is the highest stage of marketing. In the future, excellent enterprises must construct marketing system and even enterprise strategy from the perspective of communication. When marketing is over, there will be unlimited space for communication, which also means unlimited business opportunities. This book uses successful cases of brand marketing such as Wang Laoji, Apple, Lenovo, Starbucks and Tencent to demonstrate that brands need voices.
In an era of information explosion and oversupply of products, the essence of marketing has evolved into how to convey the information of enterprises and brands, how to successfully convince the target audience, and thus realize the final purchase of consumption. Therefore, in the process of marketing, "communication" becomes very important. Companies, products, packaging, prices, channels, advertising, public relations, services and a series of links that may leave an impression on customers are actually constantly talking to consumers. This is communication, that is, voice transmission in the popular sense. The sound transmission process seems simple, but it has to face a lot of noise and interference in the "sound field". Therefore, how to make a weak sound eventually become sound waves has naturally become the focus of brand building.
2. Integrated marketing communication (five key steps to create enterprise value)
Also known as IMC- Next Generation: Five Steps to Verify Value and Measure Return by Using Marketing Communication.
Author: [America] Heidi Schulz/[America] Don Schultz
Combining new thinking, practical guide and useful examples helps us to think about IMC in a new way, and tells us step by step how integrated marketing communication works and how to judge the value of customers.
This book is the third milestone IMC latest classic authoritative work after Integrated Marketing Communication (Don Schultz et al.) and Global Integrated Marketing Communication IGMC. Dr. Schultz and his wife pointed out the direction for the development and perfection of the theory of integrated marketing communication, and laid a solid foundation for the implementation and evaluation of the integrated marketing communication scheme. One of the most important values of this book is to link IMC with enterprise value creation for the first time in the world through a brand-new discussion and interpretation of IMC, which strongly proves that IMC is not only a revolutionary innovation tool for enterprise marketing and communication activities today, but also a value management tool for evaluating customers' return on investment and creating shareholder value at the strategic management level.
3. "Positioning"
Also known as: positioning
Author: (America) Ai? Reese/(America) Jack? trout
200 1 American Marketing Institute selected the concepts that had the greatest influence on American marketing in history. The result is not the brand image of Rolls-Royce USP and David Ogilvy, nor the marketing management and consumer "delivery" value theory constructed by Philip kotler, nor the competitive value chain theory of Michael Porter, but the "positioning" theory put forward by AL Ries and Jack Trout. This bible of management strategy, the most influential marketing book ever, has changed the rules of the market game, and the old days of advertising marketing are gone forever!
Since Jack Trout and AL Ries put forward the concept of "positioning", it has become one of the greatest business words in the world. But a master is a master and will never stop exploring. When people are talking about the revolutionary changes brought by "positioning" to marketing planning, the author is discussing "repositioning" or "new positioning". In this book, the author carefully analyzes the structure and function of the human brain, quotes a lot of psychological viewpoints, and indisputably demonstrates the elements, processes and misunderstandings of positioning-repositioning.
As a practical marketing strategy expert, the difference between the author of this book and philip kotler, Michael Porter and other academic masters is that they always seize the case, start with analyzing the classic cases in the history of marketing, and summarize the specific principles of business warfare for reference and learning. The positioning is so, and so is the new positioning. And many of them are created by the author in previous consulting practice, such as the segmentation of beverage market, the marketing scheme of "Lotus Component" and the brand positioning of Southwest Airlines.