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“定位之父”阿尔·里斯告诉我们:营销战并非肇始于市场一线,而是公司董事会中的管理派和营销派之争。事实上,董事会纷争的结果在很大程度上决定着企业的生与死。如果把营销比作一场战争,那么,战场在哪里?很多人都会不假思索地回答:在市场。这当然没错。但是,和特劳特共享“定位之父”盛誉的阿尔·里斯却给出了一个出乎我们意料的答案——营销战肇始于公司内部的董事会上!然后才蔓延到市场上。
Aries, the “father of positioning,” tells us that a marketing war does not start at the market, but at the management and marketing factions in the company’s board of directors. In fact, the result of board disputes largely determines the life and death of an enterprise. If you compare marketing to a war, then where is the battlefield? Many people will answer without hesitation: in the marketplace. This is certainly true. However, Al Rees, who shares his reputation with Trout as “the father of positioning,” gave us a surprise answer: the marketing war started on the company’s internal board and then spread to the market.