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《营销战》作者:艾·里斯、特劳特这本书是美国企业的《孙子兵法》。采取什么样的营销方式并不是成功的秘诀,关键的是基于实践中的针对每个营销事件所采取的不同的营销战略,才是成功与否的核心所在。《执行》作者:拉姆·查兰据说这本书曾经位于2003年亚马逊商业图书排行榜第一名,而且它将对中国的企业家带来巨大的“震动”。能卖到第一,营销人肯定会说,这本书炒作营销的效率高,执行力也不错。恐怕国人最惭愧的就是所谓的效率问题了。而目前的市场对于营销人来说,再谈效率恐怕太迟了。几乎每个人都在说要加强执行力度,要有效率。可是为何迟迟不见效率?这就是忙碌的营销人一直喊累却得不到认可的原因。还好拉姆·查兰的《执行》应运而生,效率就是竞争力,效率来自于执行,营销人看完了书还是上路吧。
“Marketing War” Author: Iris, Trout This book is corporate America’s “Art of War.” What kind of marketing approach is not the secret of success, the key is based on the practice of marketing strategies for each of the different marketing strategies taken, is the core of success or failure. “Execution” Author: Ram Charan said that this book has been located in the Amazon business book top of the charts in 2003, and it will bring huge “shake ” of Chinese entrepreneurs. Can be sold first, marketing people will certainly say that this book hype marketing efficiency, execution is not bad. I am afraid the most shameful people is the so-called efficiency issue. The current market for marketers, talk about efficiency is probably too late. Almost everyone is saying that it is necessary to enhance the implementation and be efficient. But why delay the lack of efficiency? This is why busy marketing people have been crying tired but not recognized. Fortunately, Lam Charan’s “implementation” came into being, efficiency is competitiveness, efficiency comes from the implementation of marketing people read the book or on the road.