Marketing people should how to read and learn-.doc

 PAGE \* MERGEFORMAT 8 Marketing people should how to read and learn? Writing articles for magazines for several years, and often have friends ask me to do marketing, do manage to read what kind of books. Many of my friends are looking forward to, such as ‘Collection’ of the market, work, what problems can be resolved over the pages of the book; not done marketing, and reading a few books can be done on time, as if ‘The Eagle Shooting Heroes,’ li The Guo Jing that with a ‘Wu Mu testament’ as can be victorious. The first one not to say that these ideas are right or wrong in order to illustrate this problem, I assume that you go to a doctor where the doctor. In the end you do not have the opportunity to describe what is the disease in the torture of your time, doctors will give you opened a prescription, and you say: ‘These Yao Chi for three days, three days later to call me. ‘ One must ask: ‘how do you know that these drugs it can cure my illness? I have not told you where I am not comfortable. ‘ ‘How could these drugs regardless of use? ‘Doctors will say:’ These drugs put a lot of my previous patients were cured! ‘ Of course, in real life is not a reasonable person would accept these medicines. However, in the face of marketing and business management issues, whether academics, consultants, management experts often prescribe such a prescription. A ‘Who moved my cheese’, ‘no excuse’, ‘implementation’ will allow many companies congratulations; a good book or a good theory in the enterprise of a few outstanding work, the they will easily believe that this is their own business is equally effective, the same prescription will cure his illness, regardless of the cause in the end he is. In the past few years, there are two books to the problems posed by our business is enormous. First, ‘Jack Welch’s autobiography’, the second is ‘implementation’. Welch and his book in the popular Chinese enterprises when the diversification of Chinese enterprises is also a tim