- Overview
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The book delves into the unchanged essence of marketing.
- Book Intro
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Relationships over transactions, basics over fashion, essence over phenomenon!
The book begins with questions and concerns about the basics and essence of marketing and where the relationship begins, not the brilliant marketing skills and techniques that are currently in vogue. This unusual departure for a marketing book reminds us of the nature of marketing, which brings "commercial" to mind. The author, who has experienced the successes and failures of various businesses, confesses that the end of unsustainable business was only emptiness, and that knowledge and facts were very different from actual wisdom and truth. After all, he says that the nature of business is not knowledge and technique, but mature personality and humble attitude.
He walks on a tightrope between philosophy, humanities and marketing. He says that marketing starts from humans, even if the shell is marketing, and a customer is a human not a number displayed in financial statements. Marketing is the process of understanding and solving human problems in order to form and sustain relationships and removing the unnecessary packaging to uncover the simple and essential value, rather than adding to and packaging things or just improving technology and techniques.
- About the Author
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Kang Minho
Kang Min Ho (M) is CEO of Turnaround, a brand marketing and management strategy consulting group. He majored in German at Hankuk University of Foreign Studies and later acquired his master's degree in marketing from the graduate school of business at the same university.
Marketer Kang Min Ho's What Is Changed, What is Unchanged has already been a best seller for more than 100 weeks, going beyond the marketing field, and has already taken a place as a steady seller book.
After the success of the first book, he conducted various brand/marketing strategy consulting projects to better understand the field, and is contemplating various aspects to help readers at work. He currently communicates with many people as he tells valuable stories to customers through various management advisory roles and lectures for various companies.
