Presentation of ‘STP strategy’ in the digital transition period; emphasis on crisis-responsive marketing; publishing a strategy book that can be applied in practice
Professor Lee Sung-ho of University of Seoul, who served as the president of the Korean Marketing Association, recently published the “Marketing Strategy International Academic Book.”
Professor Lee previously published a ‘Brand Strategy International Academic Book’ containing effective brand management theories and trends studied with researchers from around the world.
The book was published by GBP Publication in the UK this month. The book contains an integrated view of the theory and practice of modern marketing strategies. A total of 11 chapters comprehensively covered the nature and implementation plan of strategic marketing.
At the beginning of the book, the historical development process of marketing ideas was systematically organized.
It analyzes the evolution from traditional theory to the latest digital-based marketing structure. This is to ensure that readers can secure a solid understanding structure that connects theory and practice. The following chapter specifically presents changes in consumer behavior in the digital age and ways to establish customized marketing strategies for market dynamics, focusing on data-driven decision-making and “market segmentation-targeting-positioning” strategies. It also emphasized corporate adaptability and creativity, such as product innovation and agility in pricing strategies.
On the practical side, various marketing execution tasks are dealt with in depth, ranging from distribution channel management, promotion mix, social media and content marketing strategies, and relationship marketing to building customer loyalty.
In particular, the importance of forming continuous relationships with customers and creating advocacy is presented as a core value of marketing today.
The second half of the book emphasizes the need for “two-handled marketing management” through comparative analysis of marketing crisis management, market-led and market-responsive innovation strategies. This is also closely linked to the scalability of strategic marketing that Professor Lee has consistently emphasized.
Professor Lee said, “This book is a practical book and education book that cultivates strategic thinking that can be applied directly to practice beyond simple academic research. It will deliver the necessary knowledge to marketing majors, corporate strategy planners, brand managers, and start-up founders.”
After serving as a lecturer at Illinois State University in the U.S. and a senior researcher at the Samsung Economic Research Institute, Lee has taught at University of Seoul since 1996. He served as senior vice president of the Korean Business Association and president of the Korean Foundation.
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