"Father of Marketing" Cottler: How to do a good marketing for the next ten years?

In the post -epidemic era, the global economy is experiencing shocks and adjustments. The high -speed development and progress of technology has subverted many traditional industries, and opened the door for the new business model.

Nowadays, enterprises and marketing staff are facing unprecedented complex markets and consumer needs, and at the same time have the strongest technical support and space in history.

This is an era of opportunities and challenges. To deal with new changes and the environment, what do you think of Philip Cottler "Father of Marketing"?

On September 22, Philip Cottler will bring the latest version of "Marketing Management (16th Edition)" in China for the first time in China. Meeting, Douyin/Headline/Watermelon Finance, and other 60+ media jointly launched a theme "Reconstruction of the Management: Marketing, Growth and Toughness" for transnational live broadcast, and share with readers and fans about marketing about marketing in the new era and new environment. New insights, welcome everyone to pay attention and make an appointment.

Before the start of the event, we exceed the cutting -edge essence from the latest version of the 2022 "Marketing Management", so that everyone will see it first!

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How important is marketing in the new reality?

Drive enterprise growth and ensure financial success

As we all know, marketing directly acts on consumers and must keep pace with the times. So at the beginning, we must talk from the bottom concept.

Philip Kotler wrote in the latest 16th edition of "Marketing Management": Marketing refers to identify and meet the needs of human and society in a way consistent with organizational goals.

When Google recognizes that people need to access Internet information faster and more effective, it creates a powerful search engine that can classify and sort the query results.

When IKEA's home noticed that people wanted to buy high -quality furniture at a sufficient price, it launched removable furniture.

These two companies show their superb marketing capabilities and transform personal or social needs into profitable business opportunities.

In short, good marketing is an art, and in one sentence, it is -favorable to meet the needs.

Type marketing with sales is a well -known misunderstanding. Sales are just the tip of the iceberg of marketing.

Nintendo released the Wii game console. Apple launched the iPad tablet. When Toyota launched the Prius hybrid vehicle, the order swarmed.

Their success cannot be attributed to the outstanding sales skills of retailers. More precisely, their huge success stems from their serious homework on consumers, competitors, and all external factors that affect costs and needs, and here The correct product is designed on the basis.

The true marketing penetrates all aspects of society everywhere.

Specifically, the marketing in new reality covers the fields and expands to 10: products, services, events, experiences, characters, places, property, organization, information and concepts.

Although we are familiar with the vast majority of them, with the development of the times, they are constantly changing and iteration.

For example, with the development of the economy, more and more economic activities are concentrated on the production of services. Among the services and product portfolios produced by the US Economic Institute today, the services account for about 2/3, and the products account for only 1/3. More and more people, buying products is more to enjoy follow -up services.

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Age of speed changes

Four o'clock to help build a good marketing for corporate growth

In recent years, with the emergence of new marketing behaviors, opportunities and challenges, today's market has been very different from ten years ago.

In the 16th edition of "Marketing Management", Cottler has been turned into a whole, and the marketing reality in the new normal is divided into three categories:

· The market forces that shape the relationship between different market entities;

· The market results of interaction between these forces;

· The emergence of comprehensive marketing as a key means in a fast -evolving market victory.

At the same time, he also disassembled it into four major market forces, three key market results, and the four basic pillars of all -round marketing to help front -line marketers and corporate managers quickly grasp new marketing reality.

So, the question is: In the era of rapid changes, how to build a good marketing that can help escort for corporate growth?

First of all, Cottler believes that companies need to redefine their goals.

The new business opinion believes that the earth's resources are limited and human activities need to be restrained. Enterprises can no longer use linear thinking to operate their own business. Completing product sales does not mean the end. Enterprises should consider the circular utilization of goods and operate enterprises in circulating thinking.

For example, Apple has turned on the mobile phone recycling and replacement service, and JD.com provides new replacement services with old replacement.

Figure: Apple official website

Second, about the main characteristics of new marketing, Cottler summarizes it into 10 aspects:

1. Social media, digital media and algorithms are widely popular. For example, through the blessing of artificial intelligence and big data, we can make better decisions.

2. Marketing automation. For example, food delivery robots and express robots have been put into use in some areas. Another example is push based on the interest of artificial intelligence and machine learning. The algorithm has personalized commercialization to consumers through learning consumer interests and preferences.

3. Track customer journey and map.

4. Contact point marketing. Also based on strong data and algorithm support, we can track the path of customers and draw a contact point related to them. Enterprises can accurately grasp customer needs and find business opportunities. 5. Character marketing.

6. Content marketing.

7. Influential marketing.

8. omni -channel marketing.

9. Lean marketing.

10. Social business marketing.

Third, brands are crucial to goodism. For a long time now and in the future, it is one of the ways to solve the urgent problems facing customers, countries and planets.

When a brand is full of social responsibility, it can maintain or enhance the long -term welfare of consumers and society. Then, this brand has a good credit system. In the eyes of consumers, it is very attractive to functional, environmentally friendly, and socially social significance.

Fourth, the future marketing direction is "the marketing of people to people." Kotler believes that in the future, regardless of how technology develops, everyone should remember that we don't need unreasonable and empty boring marketing, nor should we do waste marketing.

We should always keep in mind that marketing has always been dealing with people, which is very important.

"Father of Modern Marketing" Philip Kotler

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2022 New "Marketing Management" China's first show

On the occasion of 2022's new "Marketing Management" (16th edition), at 8 pm on September 22, CITIC Publishing Group specially invited Philip Kotler and the author of the author to cultivate in China ’s business, enterprise management and market Representatives of marketing marketing: Lu Xiongwen, Jiangnanchun, and Wu Xiaobo, combined with the exploration of Chinese companies, global market changes and trends, jointly questioned the future of marketing and corporate growth in the future.

Starting from the classic theory, regain the essence of the essence, and provide strategic insights and ideas for enterprises and individuals.

【Activity Information】

Topic: Reconstruction operation: marketing, growth and toughness

Time: September 22, 2022 (Thursday) 20:00 pm

【Main Process】

1. The host is on the field

2. Share Philip Cottler (10min) theme

3. Lu Xiongwen (10min) -Why does the VUCA era more need marketing?

4. Sharing of Kevin Lane Keller (8min) theme

5. Jiangnanchun (10min) -The corporate growth breaks: seize the mind, or seize traffic?

6. Wu Xiaobo (10min) -The marketing exploration of China's new consumer brand

7. Share

8. Roundtable Forum (30min)

9. Moderator speech

【Introduction】

Philip Kotler (Philip Kotler)

The core author of "Marketing Management" (16th edition), a professor of international marketing at the University of Northwestern University of Northwestern University, the first winner of the American Marketing Association (AMA) Outstanding Marketing Education Award (1985); 1975 by the United States by the United States The academic members of the Marketing Association were selected as a marketing ideological leader, and they won numerous awards, and were selected as a marketing Hall of Fame in 2014.

Kevin Lane Keller

One of the authors of "Marketing Management" (16th edition), Professor E.B. Osben Lecture Professor of the Tucker Business College of Datmouth College. He has obtained a corresponding degree at Cornell University, Kanegi Monians and Duke University. In Datmouth, he lectured on marketing management and strategic brand management courses for MBA trainees and EMBA students, and is one of the world's leading brand strategic authority.

Alexander Chernev (Alexander Chernev)

One of the authors of the "Marketing Management" (16th edition), a professor of marketing at the School of Management of Kelorg Management of Northwestern University, Ph.D. in Psychology, Business Administration. The main research direction of marketing strategies, brands and customer management, etc. The research results have been published in many top marketing academic journals, and they are the forefront scholars in the global marketing field.

Lu Xiongwen

Dean of the School of Management of Fudan University, a famous economist. "Marketing Management" (Edition 16) Translator.

Jiangnanchun

Focus Media founder and chairman. "Human Heart Bonus" and "Salvation of the mind" and other authors.

Wu Xiaobo

Well -known financial writer and founder of Wu Xiaobo Channel. "Surgery" series authors.

Guest host: Cao Hu

Kotler Consulting Group Global Partner & China President, "Marketing Management" (16th edition) leaders.

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