Marketing should be based on sales results. The subtitle of this issue is actually to be straightforward, although it is not in line with the author's consistent style. However, this can really explain the essential function and ultimate goal of marketing more directly and effectively. After all, every marketing behavior is not a game of gimmicks and resources or even capital, but a real business behavior that needs to be replaced. In the book industry, this is really not good. From the point of view, just because I talked to you about the media being treated as Party B in the last issue doesn't mean that all marketing activities are clearly introduced by both parties ... So this issue will talk about the marketing matters of both parties. Up to now, we really rarely see cases of multi-party cooperation and win-win, which shows that if we don't know too little information, the publishing house has not consciously deepened the integration of resources. Of course it's okay for the time being! At present, there are several types of cooperation in the marketing activities of the book industry: publishing houses and bookstores, publishing houses and authors, publishing houses and institutions, publishing houses and readers, publishing houses and media ... Among them, the most common one must be the marketing between publishing houses and bookstores, with advertisements displayed in stores, piling up or buying gifts as the main forms. In other words, since we want to cooperate, the first thing is of course communication and consultation. In the process of negotiation, how should the marketing editor of the publishing house position himself and grasp his own discretion? Is this Party A? Is it Party B? Marketing itself serves the ultimate sales target directly or indirectly, so we say that as a marketing editor, the first clear point is that in the process of cooperation and communication with bookstores, sales will always be the first consideration. In other words, even if the activity itself is not a sales activity, it will indirectly bring the final sales result to the bookstore. This is definitely not naked capitalist thinking, but one of the action guides. Besides, if there is no income, a marketing activity can't go through the established approval process in the club until it is implemented, right? However, under the premise of clear marketing objectives, well-founded expenditure and communication of marketing expenses are not the reasons why marketing editors can (unconsciously) condescend, because: Maybe the bookstore is selling Party B to you, but who says you are not selling yourself? The reverse is also true: in terms of sales volume, publishers have their own sales targets, and so do bookstores. Therefore, as one of the suppliers of marketing partners, the "service attitude" and "internal positioning" of marketing editors are particularly important, because you are selling for you and you are promoting sales for the bookstore. More importantly, you have to compete with other publishers for the opportunity to be selected by the bookstore ... Look, the marketing editor must have enough brains to deal with it. That's easy to say. What is the truth? Although a marketing plan is absolutely helpful to sales, no partner will slack off. But the fact is that apart from the rigid relationship between the two partners, there are also many problems that affect the communication effect because of the role positioning of marketing editors. Supposedly, this is a small psychological war, because people always like to obey other people's reasonable or seemingly reasonable proposals. Unfortunately, most students majoring in marketing are too strong or extremely sad. What's the problem? The problem is that marketers themselves don't add a little customer service mentality and a little salesman pressure, otherwise how can there be a way of thinking that only considers marketing skills and marketing appearances? Looking at the extreme situation in actual operation, "going too far is too late" is the working state of a considerable number of marketing editors at present, but what marketing editors have to do is actually not too hasty: either they are too lazy to inform bookstores (partners) of their activity intentions, and then wait for feedback from the other party; After the activity starts, is there a memorandum of the end time, waiting for it to expire automatically? Whether there is a feedback request or not, the results of the activity can't be summarized ... this is an incompetent marketing list. However, when this happens, I am afraid it is the leaders of the enterprise, not the employees, who need to be sober, because they are likely to go to work just to complete the work itself ... In addition to the above situation, it is too cowardly and extreme, and many people are too strong. As you can imagine, you can't say. Here, let's talk about the solutions to the extreme phenomena that often appear: for the leaders in charge of marketing work, the simplest way is to directly assign the tasks of marketing editors to people and things. As long as the execution is enough, the effect of business completion will not be too bad. Of course, the requirements for leadership work will become higher; Second, from the perspective of marketing strategy, gradually turn the thin marketing activities into planned, step-by-step and organized multi-win marketing projects, and benefit from the power of the third party and the fourth party. This is also one of the ideas that various industries are changing. This is called resource integration. The above, today is about the mentality and attitude of doing things from the standpoint of marketing. The subject is actually very simple. The topic has already explained that to do things with Party A's mentality and Party B's attitude, in fact, Party A here does not refer to Party A's identity or attitude, but understands from the deep heart what kind of business results he (the enterprise he represents) ultimately wants. Then in the process of obtaining this result, with the change of environment and conditions, he will change his path and adopt the attitude of Party B.. This is not depravity, but one of the manifestations of great wisdom.