reverse marketing plan是什么意思

reverse marketing plan 逆向营销计划

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Reverse marketing of the core ideas

In several of the largest U.S. companies to do an in-depth comprehensive study, we come to a revolutionary conclusion: the strategy should be developed from the bottom-up rather than top-down implementation of it. In other words, the strategy should be born in the real roots marketing tactics itself on the basis of profound understanding.

Strategy and tactics should be disposable, that is, advertising and other marketing communication strategies and tactics should be unencumbered. Most of the marketing concept On the contrary, the generally accepted theory is the overall strategy for enterprises must first be established, and only then select the appropriate tactics.

Managers love in "We intend to do" and unable to extricate themselves. The company for the next five years, planning and development blueprint for 10 years as first-class events. However, when too much emphasis on strategy, Zhi Miyu the next few years, the intention, they committed at least the following two major mistakes in a: ① refused to concede defeat② not take the initiative to use the accident chance of success. They are thinking of the consequences from top to bottom. Recalling the 1950s, General Electric Company to enter the main computer market to make the decision, after 14 years of efforts, costing 400 million U.S. dollars, eventually ended in failure. Those of small tactical adjustment led to a huge waste of resources.

If the General Electric Company另辟蹊径, do not follow IBM, a universal electronic computers, Bole Si, NCR, RCA, control data, Haneveer and other mainframe manufacturers, but take our own road, what about the » General Electric Company have two choices at that time, Wang Gaochu it can develop super computers, it can be to lower the development of personal computers. Yes, at that time both the super computer or personal computer market has, but is precisely because of this, no matter what tactics are likely to General Electric Company will become a new kind of a pioneer in the computer market. Can make money is another matter, depending on future developments. (Just as what happened later, there are at least two companies in both directions on their access to a huge profit - Clayton (cray) in the super computer on the market and the success of Apple in the personal computer market success.)

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