The use of the marketing concept as guiding philosophy for an organisation.

Marketing has become more important for the organization management in recent decades. Most successful companies carry out marketing-oriented strategy such as Coca-cola, Dell and P&G. With the development of the globalization, marketing is not an unfamiliar term to many Chinese companies. Shanghai GM, the largest joint-venture company in china, adopts the marketing concept as guiding philosophy to cope with the knee competition. Shanghai GM, established in 1997, not only introduces the advanced product, manufacture …

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