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 …showed first 75 words of 1796 total…

…showed last 75 words of 1796 total…Consumer Behavior, Harlow, Longman. Gummesson,E.(1999) Total Relationship Marketing, Oxford, Butterworth-Heine. Hanson,w.(2000) Principles of Internet Marketing, Cincinnati, South-Western College. Kotler,P.(2000) Marketing Management, Upper Saddle River, N.J., Prentice-Hall Lancaster,G. and Massingham,L.(1993) Essentials of Marketing, Berkshire, McGraw-Hill. Levitt,T. (1960) "Marketing Myopia," Harvard Business Review, July-August Stanley,T.L.(1998) "Brand Builders: Bio-Genetics at A&E," Brandweek, April 6, pp. 22-23 http://www.sohu.com http://www.cnnic.net.cn http://www.shanghaigm.com