How can we do a good job in marketing? This is a question that many new marketers and even those who have been in the market for a few years are pondering. For a good marketer, the most essential ability is to find, define and solve problems, which is the ultimate weapon for good marketing. The strategy, strategy and tactics in marketing are derived from military terms.
The English word for the word strategy is "strategy", which is derived from the Greek word "strategos", which means generals and generals. In China, the use of this word also has a long history. During the Western Jin Dynasty, Sima Biao's "Strategy" was the first monograph to use the word strategy. The introduction of the job title email list military term strategy into marketing and management came from management guru Peter Drucker. In 1964, Drucker published the book "Results Management", which discussed the principles of corporate strategy for the first time, and used the word "strategy" for corporate management for the first time. This book can be called the first book on corporate strategy. book of.
Empty Hands | The ultimate weapon for good marketing lies in the ability to see the essence In fact, the title of the book that Drucker originally planned was "Corporate Strategy", but he finally gave up under the persuasion of the publisher, because at that time the publisher felt that the concept of strategy was too avant-garde and was completely unfamiliar to enterprises. new noun. Drucker once recalled: "They told me time and time again that strategy has always been a military term, and that when politicians come up with their campaign gimmicks, they might use strategy,
but business doesn't need it." Since the word strategy comes from the military, let's use the military as an example to illustrate how to do strategy. Known as the Battle of Chibi, at first, Sun Wu's side was hesitant to fight or surrender. If the goal is to surrender, then Sun Wu's question arises: How can Cao Cao believe that Sun Quan is sincere surrender on the basis of maintaining the current power as much as possible? This is hard! Against the cunning Cao Cao, unless Sun Quan completely surrendered his power and army, and moved his family to Xuchang to make an apartment, only then can Cao Cao be completely at ease.
But it is necessary to surrender, but also to retain the army and power to the maximum extent, so Sun Quan has no other resources to win Cao Cao's trust, is it possible to rely on Er Qiao? Therefore, when Lu Su persuaded Sun Quan to take control of the battle, he said that if he surrendered to Cao Cao, he would still be able to travel to Shilin and become the governor of a county; and if you, Sun Quan, surrender to Cao Cao, then nothing will be left. Conversely, if the goal is to fight, then the question changes: how to defeat Cao Cao's army of hundreds of thousands with inferior troops?