市场上每年会涌现出3万种新的消费品,但其中90％以上都以失败告终——这还是市场营销人员花费巨资了解顾客需求之后的结果。问题出在哪儿？市场研究人员智商不够高？广告代理商创意不够吸引人？消费者的心思难以捉摸？作者认为这些都不是问题,真正的问题在于营销的某些根本模式,也就是我们习惯采用的细分市场、建立品牌和了解顾客的方法已经落伍。宝洁公司的CEO雷富礼也认为,我们必须彻底改变现有的营销模式,建立一种新模式。 More than 30,000 new consumer products emerge each year in the market, but more than 90% of them fail - it is also the result of marketers spending heavily on customer needs. Where is the problem? Market researchers IQ is not high enough? Advertising agency creative enough attractive? Consumer’s mind elusive? The author believes that these are not problems, the real problem is that some of the fundamental marketing model, that is, we are accustomed to the adoption of the market, the establishment of brand and understanding of the customer’s method is outdated. Procter & Gamble CEO Lei Fuli also believes that we must completely change the existing marketing model to establish a new model.