Abstract:

System transformed publishing enterprises are confronted with fierce competition than ever before,
their performance are expressed by economic benefit more directly. In the context of reforming, how to break the ice
of traditional marketing and get more turnovers has become the greatest trial to all of them. Therefore, in order to
improve marketing skills of the whole industry, both the industry and academic experts have to assimilate the achievements
of new marketing theory. From 2006 to 2009, in 4 years of short time, a great achievement has been got in the field
of study and application of new marketing theory. However, there are still some defects in their study. This paper
discussed and reviewed these achievements and defects.