纵览经典的营销理论,以营销大师菲利浦·科特勒为大成。仔细想来,营销理论,特别是营销管理非常简洁明了:以顾客为中心,满足顾客需求,先是市场细分,再是目标市场选择,再是市场定位,这是战略营销过程或STP营销过程,具体的营销策略就是营销组合或是4P,即产品(Product)、价格(Price)、渠道(Place)和促销(Promotion)。以上这些经典的营销理论很多人耳熟能详,换言之,我们所掌握的营销理论是相对同一的,区别在于实践中的运用水平高下之分,如何应用这些理论、方法在众多竞争对手当中脱颖 Overview of the classic marketing theory to marketing guru Philip Kotler as Dacheng. Think carefully, marketing theory, especially marketing management is very simple and clear: customer-centric, to meet customer needs, first market segmentation, and then the target market choice, then the market position, which is the strategic marketing process or STP marketing process, the specific The marketing strategy is marketing mix or 4P, namely Product, Price, Place and Promotion. These classic marketing theories are familiar to many people. In other words, the marketing theories we hold are relatively identical. The difference lies in the fact that the level of application in practice is high. How to apply these theories to distinguish among many competitors